Brisbane Racing Club and Ticketmaster Announce Partnership

The Brisbane Racing Club has announced a multi-year partnership with Ticketmaster Australia, designating the global giant as the official ticketing partner for Eagle Farm and Doomben racecourses.

The agreement, which officially launched on 14 January 2026, aims to modernise the end-to-end customer journey for Queensland’s premier racing events, including the prestigious Stradbroke Season.

Under the new partnership, Ticketmaster will provide the digital infrastructure for more than 80 racedays annually. The organisation will deploy advanced tools such as “Virtual Venue” technology, allowing fans to preview 3D views from their seats before purchase, and a comprehensive upgrade to on-site access control.

The shift is designed to streamline operations, moving away from previous providers like Moshtix to leverage Ticketmaster’s global marketing reach and data-driven insights.

Commenting on the partnership, Brisbane Racing Club CEO, Karl deKroo, who took the helm in late 2024, highlighted the partnership as a core pillar of the club’s modernisation strategy.

“This collaboration with Ticketmaster is a significant step forward in delivering a seamless, accessible and user-friendly ticketing experience for all guests… from the add-to-cart experience to arrival on course,” deKroo said.

The deal follows other recent strategic extensions for the Brisbane Racing Club, including a decade-long renewal with Moët Hennessy and a new automotive partnership with Cricks Highway.

Emphasising the focus on long-term growth and fan-centricity, managing director of Ticketmaster Australia, Gavin Taylor, added: “Our partnership reflects a shared commitment to evolving the race day experiences through smart technology, seamless access, and digital ticketing.”

“We look forward to working with Karl and all the team as we put the fan at the centre of our strategies to deliver unforgettable moments,” Taylor stated. 

The timing of the announcement is particularly relevant as the Brisbane Racing Club prepares for a pivotal era, including the implementation of its Master Plan and facility upgrades ahead of the 2032 Brisbane Olympics.

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