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Victoria Racing Cup and Twitter to Livestream Melbourne Cup

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The Melbourne Cup will be livestreamed on Twitter in November.

The social media platform has signed a deal with the Victoria Racing Cup (VRC) to broadcast Australia’s most prestigious horse racing event online. It’s Twitter’s first sports broadcasting rights outside of the United States. The company believes it will pave the way for more partnerships in the country.

Twitter will live stream the Emirates Melbourne Cup in Australia and around the world. The revenue sharing deal is Twitter’s initial move in capturing a new target audience not only in Australia but in the APAC region as well. Twitter is keen on establishing partnerships with advertisers to create revenue momentum during the event.

Twitter Extends Its Reach in Australia and APAC

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Aside from Twitter, the Seven Network will broadcast the Melbourne Cup for an hour or so. It will feature exclusive video clips during the opening of the Melbourne Cup Carnival. It will include event highlights, interviews, pre-roll video ads, and will have its own Twitter livestreaming. SportsBet has signed as the event’s primary sponsor and insurance business AAMI has signed up as well.

Twitter recently signed a $10 million deal to live stream 10 National Football League matches for the 2016 season. It also signed a deal with the NBA to create social media shows that will be exclusively broadcasted on Twitter. These recent business development highlights is proof that Twitter is aware that a younger and tech-savvy target audience is active in these sports events.

The Twitter-VRC deal marks the first time that an American social media brand has acquired sports broadcasting rights in Australia. While Seven West Media will still broadcast and live steam the Melbourne Cup, Twitter sees numerous business opportunities in the country as well as for its APAC neighbours. Twitter is already talking to advertisers regarding partnerships to bring relevant content to its target audience.

Australian Media Spearheads Innovative Digital Streaming

Aside from Twitter’s latest foray in this year’s Melbourne Cup, Telecom company Optus and the Seven Network as made significant strides in bringing Australia’s most prestigious horse racing event in the world. Optus has acquired the rights to the English Premier League for $189 million over three years.

The Seven Network launched its live streaming app called Plus7 last year. The Plus7 app livestreamed the Melbourne Cup recorded more than 300,000 concurrent streams during the main race and over 488,000 streams over the day.

Twitter APAC’s Rishi Jaitly says that Australians are going to continue to watch this experience also at home on television, also at the pub. But there is a new audience out there that is mobile, that is growing, for whom this experience will delight. Twitter is looking forward to bring quality sports livestreaming to Aussies starting with this year’s Melbourne Cup.

Victoria Racing Club Sees the Value of Twitter Partnership

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Twitter is arguably the second most popular social media tool in the world today. The great thing about Twitter is that it enables people to be spontaneous news content publisher through tweets. VRC Executive General Manager for Commercial Operations, Nick Addison, knows that value that the Twitter partnership will bring to the table.

“We see this initiative as very much complimenting what we do with Seven. We’re pretty flattered that Twitter has seen fit to partner with the Emirates Melbourne Cup. The world of media and broadcasting is constantly evolving and this is another example of that,” says Nick Addison.

VRC is keen on bringing “the race that stops a nation” not only in Australia but around the world as well. For Twitter, it’s greener pastures for advertising partnerships to bring revenue to the table. The VRC-Twitter deal will definitely bolster the coverage of the Melbourne Cup. Thanks to Twitter, the world of horseracing has gotten smaller and more connected.

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