Twitter Australia expands partnership with Victoria Racing Club to appeal to its global sports audience
Twitter will now live stream 2017 Emirates Melbourne Cup ( a leading fixture in horse racing) with additional live content to an Australian and global audience as part of an expanded partnership with Victoria Racing Club (VRC) and Seven Network.
Twitter Australia expands partnership with Victoria Racing Club to live stream Emirates Melbourne Cup with live content
The live race streams will be available to both logged-in and logged-out Twitter users. Seven Network too will broadcast the races live and free. Twitter will feature additional highlights from the Melbourne Cup Carnival, including the racing action, fashion and celebrities and behind the scenes action.
On 7 November fans can access the live streams at Melbourne Cup's Twitter account from 3pm AEDT onwards.
Apart from this, Twitter will also live stream the marquee races of AAMI Victoria Derby Day, Kennedy Oaks Day, and Emirates Stakes Day, live and free to Twitter users in Australia.
Suzy Nicoletti, Twitter Australia's managing director said: "Twitter is where the world of sport is happening every single day, and Australian sporting events don't come more iconic than the Emirates Melbourne Cup."
"Live streaming the race that stops a nation was a huge success for us in 2016, with double the number of Tweets on the previous year, and #MelbourneCup trending number one in 12 countries, so we can’t wait to go bigger and better in 2017."
Nick Addison, executive general manager, commercial operations at Victoria Racing Club said: "We were thrilled to partner with Twitter to stream the Emirates Melbourne Cup to a worldwide audience last year, and we’re excited to be expanding this partnership in 2017, creating a truly global channel, ensuring anyone, anywhere can watch the Emirates Melbourne Cup."
"By leveraging the power of Twitter's enormous real-time platform for reaction, commentary, analysis, and more, this partnership will again let Twitter users watch Seven Network’s exceptional production and interact with the action on and off the track as it happens."
Patrick Moloughney, Seven’s Network director of sport sales, said: “Packaging the thrill of 7Sport’s expert coverage with even greater amplified content of the colour, movement and style that is the Melbourne Cup Carnival has allowed brands to get closer than ever before. In a combined 7Sport and Twitter offering, the packaging and partnership is a fine example of organisations collaborating to offer brands and consumers a heightened user experience.”