Tabcorp Unveils TAB Social Marquee in Flemington Birdcage for 2026 Melbourne Cup Carnival

Tabcorp has officially unveiled its two-level TAB Social marquee in the Flemington Birdcage, transforming the exclusive enclosure into a reimagined Australian local pub to activate its “Long Live the Local” brand campaign throughout the 2026 Melbourne Cup Carnival.

The activation was launched by host Ally Mosley alongside Tabcorp Chief Executive Officer Gillon McLachlan, 2025 Melbourne Cup-winning trainers Tony and Calvin McEvoy, 2023 winning jockey Mark Zahra, and 2020 champion racehorse Twilight Payment.

Designed to mirror Tabcorp’s ongoing retail network modernisation across more than 3,300 venue partners, the TAB Social marquee integrates traditional pub hospitality with digital wagering infrastructure and trackside views.

Emphasising the alignment between the Birdcage activation and Tabcorp’s core retail hospitality network, Tabcorp CEO, Gillon McLachlan, said: “We have been transforming our retail venues to create a genuine omnichannel racing and sports entertainment experience, that brings more punters to pubs and clubs.”

“Now, we’ve created the ultimate pub in the Birdcage,”

“The local pub has always been part of the DNA of Australian communities, where mates come together, stories are shared and sporting moments are celebrated.

“TAB Social brings that spirit to one of racing’s biggest stages, combining the character of a traditional pub with contemporary entertainment and wagering experiences.

“Beyond the Birdcage, from TAB Takeovers to the TAB Stayers Lounge, TAB Clubhouse and TAB Saintly Place Sports Bar, we’re creating more ways for racegoers to come together, enjoy the atmosphere and experience everything the Carnival has to offer,” McLachlan said. 

TAB Social Venue Ecosystem and Operations

The physical layout combines bespoke hospitality, high-performance entertainment, and wagering technology across multiple key zones:

• Flemington Track Bar: A racecourse-shaped central bar delivering pub classics including steak and chips, roast of the day, and traditional seafood cocktails.
• The TAB Trophy Room: A hidden speakeasy serving elevated cocktails and hosting major silverware across the carnival, including the three Lions Premiership Cups on Melbourne Cup Day, the 2026 Lexus Melbourne Cup, and the TAB Champions Stakes Day Trophy.
• ONE POOL Activation: A physical pool table installation referencing TAB’s unified national tote pool platform.
• Broadcasting & Entertainment Hub: Wraparound balcony views, a state-of-the-art jumbotron, and a rotating entertainment lineup led by resident DJ Emma Storey, host Brihony Dawson, Karina Chavez, Jazzy B, Jordan Frew, and Sammy.
• Hospitality Scale: The marquee is set to serve more than 3,000 pub-inspired canapés and 1,300 custom cocktails across the four-day carnival.

Course-Wide Activation Footprint

Beyond the Birdcage, TAB is executing a course-wide visual and operational takeover across Flemington Racecourse:

• TAB Takeovers: Multi-tiered customer activations and green pyrotechnics scheduled for Derby Day, Melbourne Cup Day, and TAB Champions Stakes Day, featuring price promotions and full-screen broadcast takeovers.
• Aerial Trophy Delivery: On TAB Champions Stakes Day, a TAB-branded helicopter will fly down the Flemington straight to deliver the official trophy, accompanied by the reveal of the TAB Quaddie Megapot.
• Infield & Lawn Precincts: The return of the TAB Clubhouse on the Flemington infield featuring the TAB Cap Cart and Perfect Pass activations, alongside the TAB Stayers Lounge on the front lawn.
• Digital & Retail Integration: Guests at the TAB Saintly Place Sports Bar can access $10 bonus bets via Venue Mode on the TAB App, alongside dynamic price specials.
• Consumer Merchandise Distribution: Over 20,000 TAB caps will be distributed trackside, alongside 2,000 bucket hats and 1,000 green sunglasses allocated to the ELM Stage precinct for Australian producer FISHER’s performance on Champions Stakes Day.

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