Sofitel Melbourne On Collins extend partnership with the VRC

9 September 2021 Written by VRC

The Victoria Racing Club (VRC) are delighted to announce Sofitel Melbourne On Collins has extended their alignment with Australia’s premier racing club for another three years, ahead of Sofitel Girls’ Day In on Saturday 11 September.

Sofitel Melbourne has been an event and program partner of the VRC and the iconic Melbourne Cup Carnival since 2006 and the partnership has been extended until at least 2024.

The new deal will see them continue as naming rights partner for Sofitel Girls’ Day Out, the highly anticipated first Group 1 race day of the racing season at Flemington Racecourse.

The agreement will also see Sofitel Melbourne remain a support partner of the iconic Myer Fashions on Your Front Lawn competition and the VRC’s charitable program Pin & Win.

In a normal year the Melbourne Cup Carnival provides significant economic stimulus to Victoria’s racing and non-racing sectors, including being directly responsible for bringing more than 68,000 tourists to the state.

Those visitors spend more than $34.2 million on accommodation at Melbourne’s hotels including Sofitel Melbourne, which equates to 268,451 commercial accommodation bed nights.

VRC Chief Executive Officer Steve Rosich said the renewed deal with Sofitel Melbourne was a show of confidence in the Flemington spring and the Melbourne Cup Carnival.

“We are delighted that despite the challenging time the hotel sector is facing, Sofitel Melbourne On Collins continues to see value in their long standing partnership with the VRC,” Mr Rosich said.

“We look forward to celebrating this valued partnership on Saturday with Sofitel Girls’ Day In.

“And we continue our planning for this year’s Melbourne Cup Carnival with crowds and hope that Sofitel and all Melbourne venues can welcome guests back for a bumper spring.”

Sofitel Melbourne On Collins General Manager Clive Scott AM said he was pleased to align the luxury French hotel brand with Australia’s original major event.

“This year marks our fifteenth year in partnership with the Victoria Racing Club and we’re delighted to have signed on for another three years,” Mr Scott said.

“We look forward to celebrating this year’s Melbourne Cup Carnival and welcoming racegoers from all over Australia to stay at Sofitel Melbourne On Collins soon.”