Dentsu Aegis Network’s MKTG Australia and the Victoria Racing Club (VRC) have entered into a three-year commercial partnership, making MKTG the exclusive on track LED partner of Flemington Racecourse.

In an industry first partnership, MKTG has invested in 90 metres of permanent, world-class LED systems on the main straight of Flemington Racecourse.

The asset delivers content that enhances patrons’ experiences and creates new ways for VRC partners and brands to engage with audiences on-course and through broadcast, locally and internationally.

For the term of the agreement MKTG will own and operate the asset across every hosted event at Flemington to support the VRC, as well as its commercial and broadcast partners.

MKTG Australia national managing direcotr, Matt Connell said: “We’ve forged a strong relationship with the Victoria Racing Club, and are excited to be formalising things through our new, strategic and commercial partnership.

“MKTG has been at the forefront of innovation through technology in sport in Australia, particularly in major stadiums. To be reinforcing that leadership position at Flemington Racecourse – a globally iconic horse racing venue – makes me very proud indeed.”

VRC executive general manager commercial operations, Nick Addison said: “The VRC is committed to offering racegoers an unrivalled event experience at Flemington Racecourse across the entire racing calendar.

“Through this partnership with MKTG, the VRC has been able to enhance the viewing experience for event attendees, as well as provide our commercial partners with an interactive platform upon which to amplify their brand and activation messaging.

“We look forward to working with MKTG Australia over the next three years.”