Ten reveals major sponsors for Melbourne Cup

Josh McDonnell
By Josh McDonnell | 28 October 2019

Ten has revealed its list of major sponsors for its first broadcast of the Melbourne Cup since winnning the rights to the annual racing event earlier this year.

The likes of Lexus, Zyrtec, Myer, Harvey Norman, TAB, Kennedy and G.H. Mumm will all take on various on and off-track sponsorship packages.

Lexus will join as broadcast and digital partner of the Carnival, and the principal partner of the 2019 Lexus Melbourne Cup.

Zyrtec acts as the weather and Fast Finisher sponsor of Ten’s broadcast and digital coverage, while Myer takes a broadcast sponsorship and live streaming partner of Myer Fashions on the Field on 10 Daily and 10 Play.

Harvey Norman will sponsor the Jockey’s Lounge which will, for the first time ever, take punters into the inner sanctum of race preparations.

TAB will take on the role offficial wagering partner for 10’s broadcast and digital coverage of the Carnival, Kennedy as timekeeper of Ten’s coverage and G.H. Mumm as the official champagne of Melbourne Cup Carnival and sponsor of 10’s digital coverage.

“Our approach to the Carnival was all about delivering multi-platform opportunities that give advertisers access to all areas of the Carnival," Network Ten national sales director Lisa Squillace says.

"Our teams developed a number of incredible advertiser-friendly ‘firsts’ for our Carnival coverage including a Jockey’s Lounge and a live fashion stream on 10 Daily. Advertisers have been really receptive to our vision and plans and we’re pumped to be working with so many partners to bring the Carnival to life.”

Ten's broadcast strategy

Alongside the list of sponsors, Ten has also revealed its multi-platform broadcast strategy for the event.

Ten will be broadcasting live from four key areas on-ground at Flemington including the in-field and at Racing HQ in the Mounting Yard.

For the first time, audiences will also have access to the Jockey’s Lounge and the exclusive Birdcage. 10 shows being broadcast live from the Carnival include The Project, Studio 10, 10 News First and The Loop.

In another first for the Melbourne Cup Carnival, 10 Play will be the only place to stream all races live in high-definition. 

Ten also is partnering with RSN with the support of the Victoria Racing Club to produce ‘Cup Week Radio’, a special Melbourne Cup Carnival pop-up radio channel.

10 Daily will be the place to find all the latest racing news, the winners and grinners, fashion round-ups and celebrity news from the Carnival at 10daily.com.au/cupweekon10.

As part of 10 Speaks’ Short Black podcast series, host and 10 News First presenter Sandra Sully is producing a special ‘Women in Racing’ series where she speaks to racing icons Katie Page, Amanda Elliott and Gai Waterhouse who share their fascinating industry insight and experience.

Through 10’s partnership with the VRC, CBS Sports Network will televise ‘the race that stops a nation’TM on Lexus Melbourne Cup Day. The coverage will air exclusively in the United States in primetime on Monday, 4 November at 9:30 PM, ET.

“Our coverage of the Melbourne Cup Carnival will bring audiences closer to all the action – on and off the track – like never before," Ten chief content officer Beverley McGarvey says.

“From the fashion, to the celebrities, to the jockeys, and of course the races – audiences will be able to access all areas of the Melbourne Cup Carnival live and free on 10, all of our platforms and on social, and engage in a complete Melbourne Cup Carnival experience.”

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