VRC chair Amanda Elliott said the move into the digital arena “represents a key pillar of our strategic direction and planning at board level”.
“We look forward to this alliance, not only showcasing horseracing, but further enhancing the reach, the engagement, and importantly the global brand of our sport,” she said.
Neil Wilson, the VRC’s CEO, said the club was a founding partner in the new operation.
“The VRC is the only club in the southern hemisphere involved in World Horse Racing, allowing us to elevate awareness of the Melbourne Cup Carnival and our other race days across the globe,” he said.
“We lead Australia in our push into the global digital space, with partnerships with Twitter, Facebook and Snapchat providing a taste of the Melbourne Cup Carnival to people around
In 2016, the Melbourne Cup was the first live streaming deal for Twitter outside the United States, and last year the stream reached 1.6 million global total unique viewers, the club says.
“In 2017, the VRC again worked with Snapchat in developing Snapchat Our Stories, with the partnership expanding to two Our Stories on Melbourne Cup Day and one on AAMI Victoria Derby Day, and for the first time Facebook users could enjoy Flemington from afar with 360-degree cameras installed around the course providing live content.
“World Horse Racing is another layer to the VRC’s media content strategy. (It) aims to maximise return on investment for our content and World Horse Racing will allow us to connect with sponsors worldwide and commercialise this on a global scale.”