Lottoland Poised to Assume Melbourne Cup Sponsorship Role

Having been dethroned as Australia’s richest horse race, the Melbourne Cup is up for grabs, sponsorship-wise, as it would reasonably appear that Lottoland, a Darwin, NT based bookmaker, is set to assume the naming rights for the race, a deal that includes sponsorship of another Victorian Group 1 race, the BRC Oaks.

Emirates’ deal with the Race That Stops a Nation is expiring, as does Crown’s with the Oaks, so the terrain, as they say is shifting.

No everyone greets the change as welcome, which can be said about the attitude of many toward change of any sort, but the loosely organised anti-gambling community has expressed anxiety over Lottoland’s branding of the NRL’s Manly Sea Eagles’ ground, Brookvale Oval, and it is beyond doubt that the nannyists who seek to guard the morals of themselves and everyone else will not greet the VRC’s decision with enthusiasm, but extreme skepticism.

January past, Senator Nick Xenophon (were we making that name up, we would be giving ourselves maximum kudos for creativity) adamantly objected to the perceived pro-gambling message the combination of Lottoland and Many created.

The senator, like all politicians, is a keen gauge of wind direction and could be mollified were the right sources to, indirectly of course, contribute to any anticipated re-election campaign, but he has an ally in TAB, which is purported to be merging with Tatts, with the obvious implication being that as a direct competitor to Lottoland, the Melbourne Cup – Oaks deal threatens their current monopoly is some fashion.

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