Sportsbet has revolutionised what a typical day at the races looks like by delivering a one-of-a-kind activation at the Sportsbet Caulfield Cup with UFC legend Alex ‘The Great’ Volkanovski.
Sportsbet and Volk gave punters on track a once-in-a-lifetime opportunity to win $100,000 cash, with one lucky person taking home the prize following the weekend’s running of the Sportsbet Caulfield Cup.
Thousands of people came through ‘Volk’s $100k Deli’ to enter the draw, with 18 fans drawn to take centre stage during the Sportsbet Caulfield Cup to determine who would take home the $100,000.
As part of the activation, Volk invited fellow Australian sporting stars from different codes to participate in his multi-round Ultimate Feed Championship as he shared his love of food with those in the crowd.
Hawthorn captain James Sicily and Sportsbet Caulfield Guineas winning jockey Damian Lane rounded out the field. Usually, the one being judged in the octagon, Volk himself, was the judge of the Ultimate Feed Championship.
“It’s pretty cool what Sportsbet are doing here with the $100k, someone is going to go home very happy. I didn’t really know how to do the burger at the start during the cooking challenge, all I was doing was watching Josh (Daicos) to see what he was doing. He managed to get the chocolates over me,” said Sicily.
The activation is part of Sportsbet’s historic five-year partnership with the Melbourne Racing Club. The partnership aims to move away from the traditional norms of racing by creating bold, fun and impactful activations to engage a new generation of fans.
Yuta Kobayashi, Head of Brand, Advertising, and PR at Sportsbet, said it was great to give fans a chance to interact with Volk and to give away $100,000. “Sportsbet is always looking for new ways to innovate and change what the status quo is for activations at the races. ‘Volk’s $100k Deli’ adds to an already fantastic year of activating trackside, following on from the full-sized basketball court with Scottie Pippen and Horace Grant at Blue Diamond Stakes Day, as well as ‘Putt for Dough’ at Morphettville as part of the Adelaide Racing Carnival”.
