Kennedy has been the exclusive watch and jewellery partner of the VRC since 2017 and the partnership has been extended through until at least 2023. Kennedy is currently contracted through until 2021 so this represents a two-year extension.
The expanded partnership will also see a permanent Kennedy Chronometer alongside the winning post at Flemington. The Kennedy Chronometer will keep racegoers informed of race timing, in line with many iconic racecourses around the world.
Kennedy will also assume naming rights sponsorship of the Group 1 Kennedy Australian Guineas in the autumn from 2020.
VRC Chief Executive Officer Neil Wilson said the extended partnership with Kennedy was a strong endorsement of the Club and the Melbourne Cup Carnival.
"Kennedy has brought a sense of luxury to Oaks Day and we're delighted to expand our relationship with this successful Australian company that celebrates such elegance and quality," Mr Wilson said.
"It is testament to the strength of the VRC and the Melbourne Cup Carnival that a major partner is recommitting by extending its partnership."
Kennedy Executive Chairman James Kennedy said his company was a proud supporter of Australian horse racing and this extended partnership with the VRC and the Melbourne Cup Carnival was a long-term commitment to the sport he loved.
"The Melbourne Cup Carnival is the pinnacle of Australian horse racing and it is a privilege for Kennedy to work closely with the VRC," Mr Kennedy said.
Kennedy also made a significant long-term investment in the iconic Birdcage this year with a move to the front row and doubling the size of its luxury marquee.
Kennedy has this year extended its involvement with the racing industry with the establishment of Kennedy Racing with renowned American horse behaviour and welfare expert Monty Roberts.