Sponsoring The Race That Stops The Nation
The 2025 Lexus Melbourne Cup was a historic race, with Jamie Melham becoming just the second woman to ride the winner. Half Yours completed the coveted Caulfield–Melbourne Cups double for only the third time this century for the Tony & Calvin McEvoy training team. But the Cup is more than a race. It’s a branding spectacle that captivates a nation. As sponsors jockey for visibility and prestige, the Victoria Racing Club delivered a masterclass in experiential marketing, cultural relevance, and strategic alignment. In this personal reflection from attending the Cup, from Lexus’s naming partnership to TAB’s race-day integrations, I review some of my favourite activations and share why the carnival remains a cornerstone of the Australian sporting calendar.
The Flemington finishing post at the 2025 Lexus Melbourne Cup, featuring prominent branding from Lexus and TAB; Two of the event’s key sponsors.
Lexus: Prestige in Motion
From the rails, the Lexus marquee was impossible to miss; Sleek, architectural and the most visually commanding presence in The Birdcage. Even without stepping inside, its design signalled intent; This was a brand staking its claim not just on signage, but on atmosphere. Across the course, Lexus-branded caps were handed out to punters, a subtle but effective way to extend visibility beyond the VIP enclosures. “The Lexus Melbourne Cup is more than a famous horse race, it is a celebration of Australian culture,” said Lexus Australia Chief Executive John Pappas. “It is an occasion for people and communities to come together and create their own amazing experiences, in the same way Lexus enjoys creating amazing experiences for customers.” That ethos was on full display—every detail, from the hospitality to the visual identity, felt intentional. For me, it wasn’t just about the signage or naming rights. It was about how Lexus made the Cup feel elevated, immersive and unmistakably aligned to the Lexus brand.
TAB: From Touchpoints to Takeovers
The TAB Clubhouse packed to the rafters as Different Gravy hits the lead in the TAB Trophy.
TAB’s presence at the 2025 Melbourne Cup was bold, cohesive, and unmistakably green. Their branded caps—handed out across the course—stood out sharply against the sea of racegoers, thanks to their signature colour palette. The umbrellas lining the lawn in front of the finishing post created a striking visual rhythm, reinforcing TAB’s footprint in a high-visibility zone. But the real statement was the TAB Clubhouse, positioned inside the track near the finishing post. Visually eye-catching and strategically placed, it offered racegoers what VRC described as a “punter’s paradise” and “the ultimate race day party – from one of the best vantage points on course.”
The winning bet slip: TAB’s ‘Takeover’ special.
At 12:10pm, the brand launched its ‘TAB Takeover’, a timed promotion offering $15 odds on Half Yours, a popular pick given his Caulfield Cup win and having a female jockey in Jamie Melham on board. Accessible across multiple touchpoints, it was a smart, crowd-pleasing activation that blended digital engagement, something the brand has been working on, with real-time excitement. From where I stood, it was clear TAB understood the public sentiment, and this wasn’t just about betting, it was about brand theatre.
McDonald’s: The Sure Thing on the Way Home
McDonald’s poster near Flemington station capturing race-day humour and brand timing.
As racegoers streamed toward Flemington from the train station, one message stood out: “The only sure thing today. A Macca’s run on the way home” placed strategically at the entrance, McDonald’s didn’t compete with the luxury marquees or betting activations—instead, it owned the exit. The sign was more than a punchline; it was a smart piece of brand positioning that acknowledged the uncertainty of punting while offering a comforting constant. In a day full of risk and glamour, McDonald’s leaned into its role as the familiar, accessible choice. The timing was perfect, the tone unmistakably Australian, and the placement ensured visibility to thousands. It was a reminder that not every brand needs a marquee to make an impact—sometimes, all it takes is knowing your moment and owning it.
Reflections and Relevance
The Melbourne Cup remains a masterclass in brand storytelling. From Lexus’s immersive elegance, TAB’s tactical engagement and McDonald’s cultural timing. What stood out most was how each sponsor understood their moment: not just to be seen, but to be felt. F42 Consulting has had the privilege of working with sponsors across the world of horse racing, and with legendary brand ambassadors like Frankie Dettori, whose charisma and legacy continues to elevate campaigns. If your brand is looking to make an impact in the racing world, F42 understands the nuances, the timing and the theatre. In sport, as in branding, it’s not just about showing up, it’s about showing up with purpose.