Before you gallop off to your respective Melbourne Cup parties, B&T found an interesting tidbit of information on one of Australia’s biggest bookmakers.

In lodging its accounts with the Australian Securities and Investments Commission, CrownBet revealed that it spent a mammoth $99 million on marketing expenses last financial year – up from $80 million in FY16, according to The Australian Financial Review.

CrownBet’s marketing splurge includes its horse racing ads and events, its betting partnership with the AFL, and other sports sponsorships like the Supercars.

The $99 million figures also includes promotional elements such as bonus bets and loyalty rewards, the AFR understands.

The Monkeys holds the reins of CrownBet’s creative after winning the account in August, and released its first work for the betting agency in September.