10 Oct 2022
TAB & ATC announce major partnership extension
TAB will become the Naming Rights Sponsor of Australia’s richest race day as part of an extended three-year partnership between TAB and the Australian Turf Club (ATC).
The Australian owned TAB and the ATC are thrilled the Everest Race Day will become the TAB Everest Race Day as part of the expanded partnership that will also see TAB remain the ATC’s official wagering partner for the next three years.
Tabcorp Chief Executive Officer Adam Rytenskild said TAB was excited about the innovative opportunities to showcase and grow the ATC across its brands.
The deal will make TAB’s commercial partnership with the ATC one of longest running in Australian sport.
“We’re thrilled to become Naming Rights Partner of TAB Everest Race Day and to extend our agreement as the ATC’s official wagering partner,’’ he said.
“The TAB Everest is one of the world’s biggest race days and we’re looking forward to combining the TAB brand, Sky Thoroughbred Central coverage and Sky Sports Radio platforms to grow the event even further.
“This agreement extends our partnership with the ATC to at least 18 years. More than ever, we value our loyal partnerships and look forward to working even more closely together to make this one of the most innovative partnerships in racing to grow both TAB customers and the ATC product.”
Mr Rytenskild said TAB was in a midst of a digital transformation which would revolutionise the company’s customer experience.
“We’ve launched a brand new TAB App which is faster and easier for our customers and we ensured it was live in time for the TAB Everest. We have a new energy, are customer obsessed in everything we do and we’re looking forward to using our renewed approach to enhance our partnership with the ATC.”
ATC Chief Executive Officer Jamie Barkley said: “TAB and the Australian Turf Club share a long and successful partnership and we are delighted to extend this agreement around our world-class racing. We also proudly share a commitment to delivering unrivalled experiences for all our customers.
“TAB Everest Day and the running of the world’s richest race on turf has become a sporting and entertainment phenomenon watched by audiences around the globe.
“We look forward to this year’s sixth running of the TAB Everest as we join with TAB in promoting Sydney racing to the world.’’