Victorian Racing Club and Lion commit for seven more years
The Victoria Racing Club (VRC) and multinational beer company Lion have extended their partnership for a further seven years.
The new sponsorship agreement which comes into effect from August 2019, will extend the ongoing partnership between the two organisations to 25 years.
Furphy Refreshing Ale will become Lion’s lead brand associated with the VRC from the 2018 Melbourne Cup Carnival, building on the enormous success of James Boag’s Premium’s sponsorship of the Carnival over the past nine years.
As part of the partnership, Lion’s marquee in the world-famous Birdcage will be Furphy themed this year.
The James Boag’s Premium Celebration Deck will be transformed into The Furphy Deck – a ticketed space during the four days of the Melbourne Cup Carnival offering all-inclusive street food and drinks package throughout the day, plus an exclusive outdoor area with seating and umbrellas, DJ and entertainment, betting facilities and bookmaker, and winning post and track views.
Furphy will also have naming rights to the race immediately following the Lexus Melbourne Cup – the Furphy Plate – and a race on AAMI Victoria Derby Day plus race sponsorships on TAB Turnbull Stakes Day, Australia Guineas Day presented by 3AW, and Super Saturday.
VRC Chief Executive Officer, Neil Wilson, welcomed the renewed agreement and thanked Lion for extending its valued support of the Club and the Melbourne Cup Carnival.
“Lion has been the Melbourne Cup Carnival’s official beer partner since 2001, and this new agreement strengthens the brewer’s commitment to Australia’s largest celebration of sport, social engagement, fashion, and entertainment,” he said.
“We welcome the Furphy brand to the Flemington stable, and look forward to a successful Melbourne Cup Carnival together.”
Lion Beer Australia Managing Director, James Brindley said: “The beer takes its name from and pays tribute to the Furphy family of Shepparton, who are behind one of Australia’s oldest manufacturing companies, Furphy Foundry.”
“We are excited to be able to share the Furphy story with racegoers, in what promises to be a fantastic partnership between two Victorian icons – the Melbourne Cup Carnival and Furphy Refreshing Ale.”
The VRC lifts the Melbourne Cup Carnival curtain on AAMI Victoria Derby Day on Saturday 3 November, followed by Lexus Melbourne Cup Day on Tuesday 6 November, Kennedy Oaks Day on Thursday 8 November and Seppelt Wines Stakes Day on Saturday 10 November.