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Lottoland set to sponsor Melbourne Cup

Fri, Apr 21, 9:33am by Jake Equid

Australia’s greatest race is set for a sponsor change, and with it an interesting name change could also eventuate with bookmaker Lottoland set to take over from Emirates as the major sponsor of the 155-year-old race.

Melbourne’s Herald Sun newspaper broke the story on Thursday and while the deal is yet to be done with the licensed wagering firm, if it does come to fruition, then the current wagering partner – TAB – is sure to be less than thrilled.

The TAB –which has a partnership with the Victorian Racing Club – is on the verge of merging with Tatts and the latter are a direct competitor to Lottoland.

Lottoland was founded in 2013 and is best known for its system that involves allowing players to bet on the outcome of a range of international and state lottery draws. The biggest of which came in January, 2016 when over 100,000 Australians punted on a US powerball draw that had a prizepool of $1.5 billion.

It’s important to note though, that punters are not participating in the draw, they are punting on the result of the lottery.

The newspaper reported that executives of the Darwin-registered bookie have met VRC officials on several occasions in recent months regarding a naming rights deal.

The five-year naming rights deal for the $6.2 million Cup, will also likely involve sponsorship of the $1 million VRC Oaks.

Emirates’ longstanding sponsorship of the Melbourne Cup finishes this year, as does Crown’s sponsorship of the Oaks.

Should the deal be done, it won’t be the first time the wagering firm has landed a high-profile sponsorship. In January this year, they secured a $1 million sponsorship deal for the naming rights of NRL club Manly’s home ground – Brookvale Oval – which now goes by the name of Lottoland.


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