Victoria Racing Club Renews Deal With Twitter, Which Will Include Additional Content
Twitter has renewed its partnership with the Victoria Racing Club and extended its deal with the VRC and Seven Network to "include additional races and live content," according to Paul Wallbank of MUMBRELLA. Twitter, Channel Seven and the VRC will also offer live streams of Victoria Derby Day, Kennedy Oaks Day, and Emirates Stakes Day "through their websites and apps." The live stream and highlight clips on Twitter will also include advertising packages with "TV-style ad spots and pre-rolls." Content sponsors will include Tabcorp, Lexus and AAMI. As part of the deal, "Twitter will also feature additional premium highlights" from racing carnival, including fashion, celebrities and a range of behind-the-scenes streams. Twitter Australia Managing Dir Suzy Nicoletti said, "Live streaming the race that stops a nation was a huge success for us in 2016, with double the number of tweets on the previous year, and #MelbourneCup trending number one in 12 countries" (MUMBRELLA, 10/23).