Sponsorship 2 min read

Crown Secures Naming Rights for Oaks Day and Makybe Diva Stakes Day

Written by MOS Editorial Team

Published on 4 September 2024

Crown Resorts has secured the naming rights for two key events in the Victoria Racing Club’s (VRC) racing calendar: Oaks Day and Makybe Diva Stakes Day. This multi-year partnership aims to boost Crown’s brand visibility during the Spring Racing Carnival, a period attracting significant public and business interest.

Oaks Day, renowned for its glamour, will now be branded as Crown Oaks Day. Similarly, Makybe Diva Stakes Day will carry Crown’s name, extending the company’s growing presence in the sports world. While the financial terms remain undisclosed, the partnership offers Crown a prime opportunity to engage with a high-net-worth audience, particularly on Oaks Day.

Adding to the prestige, Crown has named Bec Judd, a well-known media personality and influencer, as its ambassador for the Melbourne Cup Carnival. With over 755,000 followers on Instagram, Judd’s social media influence is expected to significantly amplify Crown’s reach during the event, particularly among younger, fashion-conscious audiences.

The partnership includes various activations designed to enhance the spectator experience, with Crown expected to leverage its hospitality expertise to offer premium services. Crown’s branding will also be prominently displayed across VRC’s media channels and at the racecourse, reinforcing its association with these iconic events.

VRC CEO Steve Rosich emphasised the significance of this collaboration, stating it “reinforces the VRC’s commitment to partnering with brands that share our vision of delivering world-class racing events.” He added that the partnership would “bring a new level of prestige to both Oaks Day and Makybe Diva Stakes Day.”

All eyes will be on how this partnership shapes the attendee experience and influences Crown’s brand perception in the sports business landscape.

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