ATC BUILDS IMPRESSIVE PARTNER PORTFOLIO AS EVEREST CARNIVAL DOMINATES HEADLINES IN AUSTRALIA
October 19, 2020
As Australia celebrates Everest Day, the pinnacle of the 2020 Everest Carnival, the Australian Turf Club (ATC) is proud to announce significant growth within its commercial partnership program through the acquisition of new partners and retention of key existing partners.
Throughout the global pandemic, the ATC has led the way in continuous race day delivery with international recognition and has maintained a commitment to customer experience innovation and creating valuable on and off-course brand platforms for its partners. Innovations include first to market at home and digital raceday celebrations, plus the new multi-million-dollar trackside technology, presented in partnership with PMY, which is delivering powerful exposure and engagement for partner brands direct to live in-venue and broadcast audiences.
Despite the COVID challenges the ATC’s approach to innovation has seen them announce a raft of new acquisitions to its partner portfolio, including leading global air conditioner manufacturer Fujitsu General Australia. Fujitsu have just signed a major new three year commitment including raceday naming rights and official air conditioning category partner across all four ATC Sydney venues.
Other new additions to the ATC stable include Unilever for Tresseme, Bowermans Commercial Furniture, Cleanaway, Quay Clean, as well as ACY Securities who have come on board in a new sponsor capacity.
The ATC is proud to also announce a number of major partner renewals, headlined by the extension of their partnership with the prestigious Bentley Motors. This successful partnership will now run over two years and include new naming rights to Melbourne Cup Day at Royal Randwick, now Bentley Cup Day, as well as continued branding of the Chairman’s Club presented by Bentley, ATC’s most exclusive raceday dining experience for high net worth customers.
Kia has increased their partnership investment and extended for a further three years with the ATC and are building on their successful Kia Canterbury Night Racing naming rights program. City Tattersalls Club’s partnership renewal includes an increased investment and taking up share of voice on the new digital LED Technology platform. Other renewals include industry partner Arrowfield who have signed up for a further three years and Bisley Workwear who have extended by an additional year.
These brands join an enviable portfolio of ATC partners, including Foundation partners Moet & Chandon, Longines, Heineken, The Star and Tabcorp.
The annual Sydney Everest Carnival, featuring the world’s richest turf race The TAB Everest, is a major headline on the ATC’s annual calendar and an increasing drawcard for brands. Whilst this year COVID saw the traditional sold-out Everest day crowd of 40,000 restricted to 11,000 (and similarly for other Everest Carnival days), the Carnival’s national broadcast viewership through free-to-air partner Channel 7 and Sky Racing is expected to well exceed last Spring’s 9.25 million. The Carnival is also expected to reach 65 countries through broadcast and live streaming.
ATC’s digital innovations being run throughout Carnival, including @home initiatives and the Fashion Stakes, are also expected to deliver direct engagement with millions of fans locally and around Australia.
Australian Turf Club Executive General Manager of Commercial, Corina Black is delighted with the appointment of the new and strategic range of partners, particularly during COVID.
“ATC is proud to be paving the way and nurturing this impressive portfolio of commercial partners. These results are testament to how the business has successfully navigated our way through COVID without any partnership losses, despite no crowds for Autumn Carnival and reduced Everest Carnival COVID capacities, plus we have built some really exciting digital assets to help facilitate future growth,” Ms Black said.
“Through innovation we have been able to buck the current market trend. We continue to present leading COVID Safe raceday experiences, including this Everest Carnival, with award-winning hospitality, elite racing and an enviable partnership portfolio by our side.
“The ATC has an unwavering commitment to developing and nurturing a world-class partnership roster and showcasing their brands through world-class experiences and aligning to ATC’s position as Australia’s premier event destination and racing and lifestyle brand.”
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