Stella Artois Extends Caulfield Cup Sponsorship

Stella Artois has signed a four-year partnership agreement with Melbourne Racing Club, cementing its status as naming rights sponsor of the Stella Artois Caulfield Cup Carnival until 2022.

The partnership sees the world’s most popular Belgian beer brand take up naming rights of both the Caulfield Cup Carnival and the Carnival’s flagship race, the $5.15 million Caulfield Cup.

Stella Artois first took up the leading sponsorship mantle last year and has partnered with the MRC for years under the Carlton & United Breweries portfolio.

Building on the success of the 2018 Stella Artois Caulfield Cup Carnival, the partnership will see Stella Artois promoted in conjunction with the spring racing event throughout the five month campaign.

Peta Webster, MRC Chief Commercial Officer says the partnership will allow the Club to further innovate the race day experience for racegoers over the next four years.

“Stella Artois has been a loyal partner of the Melbourne Racing Club for years now and the success of last year’s Carnival was testament to the seamless alignment between the Stella Artois brand and our great event here at Caulfield,” Ms. Webster said.

“Their dedication to creating a sophisticated and immersive experience for all racegoers mirrors our own, and we are really excited to see the partnership come to life in October and across the next four years.”

Carlton & United Breweries Brand Director of Global Brands Emily Griffiths, said the Caulfield Cup Carnival provides the perfect platform for racegoers to immerse themselves in the brand experience.

“We are excited to announce our second consecutive year as the naming rights sponsor of the Stella Artois Caulfield Cup Carnival, which represents a refined and sophisticated lifestyle event, combined with the excitement of sporting competition.”

“Stella Artois has a long association with horse racing around the world and we are proud to be able to celebrate one of the world’s greatest races with one of the world’s greatest beers.”

Further details about the 2019 Stella Artois Caulfield Cup Carnival, precincts and Stella Artois’ planned activations are yet to be revealed, with the Club hinting at a few surprises to be announced in the coming months.

“Over the past few years, MRC has demonstrated its willingness to turn racing on its head and break with convention, with further new and exciting developments in the pipeline for 2019,” Ms. Webster said.

“Ensure you are trackside to enjoy the experience, it will be unforgettable.”

The 2019 Stella Artois Caulfield Cup Carnival begins on Saturday 12 October with Ladbrokes Caulfield Guineas Day, followed by Catanach’s Jewellers Blue Sapphire Stakes Day on Wednesday 16 October and culminating on Stella Artois Caulfield Cup Day on Saturday 19 October.

Racing and Sports