Sports Technology

Ticketmaster Australia has announced a partnership with the Victoria Racing Club that sees the global ticketing platform become the exclusive ticketing service partner for all race day events held at Flemington Racecourse - including the Melbourne Cup Carnival.

Combined with access to Ticketmaster’s world-class ticketing technology and innovation, the deal promises Victoria Racing Club (VRC) patrons an elevated fan experience as the Club will leverage Ticketmaster’s industry-leading digital ticketing and access control solutions to deliver a completely refreshed experience for all Flemington Racecourse visitors.

Commenting on the partnership, VRC Chief Executive, Steve Rosich stated "in partnering with Ticketmaster, the VRC sought a partner that could provide ticketing solutions both now and into the future, focusing on service delivery, leading and innovative technology, global reach and business growth opportunities.

“In Ticketmaster we believe we have found that partner.

"This partnership connects the VRC to Ticketmaster's global audience, extending our brand around the world and elevating the Lexus Melbourne Cup and the Melbourne Cup Carnival by attracting even more international attendees to Flemington Racecourse.

"Flemington visitors - whether attending one of our world-class race days or a major international music event - can expect an outstanding event experience from ticket purchase to turnout.

"We are thrilled to partner with Ticketmaster and are excited by the opportunities our partnership presents for our VRC members and patrons, and for the VRC brand globally."

VRC will also work with Live Nation, the world’s largest live entertainment company, and other content providers to curate and deliver a diversified content offering for both race days and non-race days across Flemington Racecourse.

Moshtix, the industry’s leading general admission ticketing provider, will also offer a flexible self-serve solution to the racecourse enabling hirers of the venue to choose a solution that best fits the needs of the event, as well as access to an expanded fanbase across both Moshtix and Ticketmaster audiences.

As part of the partnership, and in a first for any racecourse in the market, Ticketmaster’s Virtual Venue solution will provide all fans visiting Ticketmaster’s website with a completely immersive ticket purchase experience. The technology will enable fans to preview their ‘view from section’ around Flemington Racecourse for their desired ticket before purchasing.

In addition, a complete upgrade of all access control hardware on site will bring the VRC’s entry experience in line with the world’s best venues, setting out to create a seamless entry experience for all fans while providing live event reporting and real-time insights for the VRC.

Image credit: Getty Images.

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