Nine Network Secures Deal With Melbourne Cup 2024

As horse racing grows in popularity, we are seeing big TV networks that fight over to win the rights to an exclusive event like the Melbourne Cup. This year, the Melbourne Cup is moving to a new home – The Nine Network, and will stay that for at least seven years.

Although people involved in this deal were not authorized to speak publicly about its details, rumors suggest that it is lower than the previous $100 million deal that the Melbourne Cup had with Ten Network for five years.

This package includes broadcast, media, and sponsorship, with a more appealing deal for the VRC, with Tabcorp picking up most of the money.

What Does the Deal Cover?

Of course, the deal grants Nine Network exclusive broadcast rights for the Melbourne Cup, including all races held during the Melbourne Cup Carnival, such as the Victoria Derby, Crown Oaks Day, and Stakes Day.

But it is more complicated than you’d think.

The TAB app and all SKY platforms will carry the Melbourne Cup Carnival, and Tabcorp reserves the right to resell the coverage to bookmakers.

Thanks to the new rights package, Penfolds Derby Day, Lexus Melbourne Cup Day, VRC Oaks Day, and TAB Champions Stakes Day will all be shown live on Nine.

The VRC has managed to make a strategic investment in the Melbourne Cup Carnival.

The prior television agreement expired in November. According to data from ratings agency OzTAM, the Melbourne Cup broadcast to 2.06 million viewers nationwide in 2015—and since then it has been slowly declining reaching 1.68 in 2023. Since rival racing meetings are televised on the Seven Network, interest in the live broadcast has been rapidly declining.

Why the Years 2024 to 2029?

The strategic choice of securing broadcasting rights for multiple years reflects Nine Network’s long-term vision and commitment to delivering unparalleled sports coverage.

Even the executive Nine chief Mike Sneesby said that the Melbourne Cup is one of the greatest sporting events in the country, and it has been part of the country’s culture for more than 160 years. He also said that Nine would be honored to air such a prestigious event full of tradition.

This is one of the oldest and most popular horse racing vents in the world. It is even older than the Twin Spires Kentucky Derby which celebrates its 150^th running this year.

The Melbourne Cup 2024 will be the 164^th running of the race, and it being a 3,200-meter course, it is also one of the most challenging races, which is why people love it so much.

It’s time to make the Melbourne Cup relevant again. Not that it’s not, but we’ve seen a decline in live viewership over the years. Now, this prestigious event will have a fresh start, with a new TV Network that promises a lot of things over the next couple of years.

What Is the Deal’s Value?

The deal, estimated close to $100 million, represents quite a big investment by Nine Network in the realm of sports media.

But since we are talking about a race that catches the eyes of people from all around the world, there is a chance that they will make a lot of money. Especially if the interest in the Melbourne Cup rises over the next couple of years.

The Nine Network Advantage: What Sets Them Apart?

Enhancing the Viewing Experience:

The modern broadcast facilities and technological prowess of Nine Network will be vital in elevating the Melbourne Cup viewing experience for fans.

It’s the ideal location for the Melbourne Cup and the surest path to ensure that interest in the event will spike once more and the ratings return to their historic peak.

Viewers can anticipate a smooth and immersive trip into the center of the racing action, complete with interactive elements, high-definition video, and real-time data integration. It’s all the things you’d expect from a modern TV network.

Comprehensive Coverage:

Nine Network will cover the races in-depth, provide behind-the-scenes looks, and conduct exclusive interviews with important figures in the racing industry in addition to the actual races.

This all-encompassing approach gives spectators a greater grasp of the tactics, characters, and narratives that influence the Melbourne Cup experience while also entertaining and educating them.

What Does the Future Hold?

Digital Expansion

In tandem with traditional broadcast channels, Nine Network’s partnership with the Melbourne Cup opens doors to digital expansion and engagement.

Leveraging social media platforms, streaming services, and interactive content, Nine Network aims to reach a diverse audience demographic and cater to evolving viewing preferences in an increasingly digital-centric landscape.

Global Reach

The international reach of Nine Network ensures that the Melbourne Cup’s magic transcends borders, captivating audiences across continents and time zones.

Through strategic distribution partnerships and tailored content offerings, Nine Network seeks to amplify the global appeal of the Melbourne Cup, cementing its status as a must-watch event on the international sporting calendar.