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Twitter expands Melbourne Cup live streaming deal

Social media platform Twitter has extended its deal with the Victoria Racing Club and Australian commercial broadcaster Seven to live stream the 2017 Melbourne Cup to a domestic and global audience.

The agreement for last year’s edition of the horse racing showpiece marked the first time that Twitter streamed live coverage of a sporting event outside the US.

The deal between Twitter, event organiser the VRC and rights-holder Seven has been expanded for 2017 with additional live content.

As well as the Melbourne Cup itself on November 7, this year Twitter users in Australia will be able to access a live stream of the marquee races of Victoria Derby Day, Kennedy Oaks Day and Emirates Stakes Day.

In addition to live and free broadcast coverage across Seven platforms, the live race streams will also be available to logged-in and logged-out users on Twitter and connected devices. Fans will be able to access the live streams atmelbournecup.twitter.com, via the free 7live App and 7live.com.au website or on @FlemingtonVRC and @7HorseRacing.

Twitter will also feature additional premium highlights from the Melbourne Cup Carnival, including the racing action, fashion and celebrities, and a range of behind-the-scenes action. 

Suzy Nicoletti, Twitter Australia’s managing director, said: “Live streaming the race that stops a nation was a huge success for us in 2016, with double the number of Tweets on the previous year, and #MelbourneCup trending number one in 12 countries, so we can’t wait to go bigger and better in 2017.”

The live stream and highlight clips on Twitter will also include advertising packages with television-style ad spots and pre-rolls. Content sponsors will include Tabcorp, Lexus and AAMI.

The Melbourne Cup live stream will be available both in Australia and overseas.