Biggest club sponsorship in SA racing history

19 April 2024

The South Australian Jockey Club (SAJC) has today announced a new 7-year $25 million partnership with Sportsbet with the deal to inject cash into Club infrastructure and create innovative new activations for patrons – including free admission for adults to South Australia’s new million-dollar Group 1 race days which start later this month at Morphettville.

Under the agreement, Sportsbet will become the naming rights sponsor of Morphettville’s two most significant racing events – Sportsbet Adelaide Cup Day and the upcoming Sportsbet Adelaide Racing Carnival. Naming rights are also attached to four major races across those race days, including the Adelaide Cup and three of the new $1 million Group One races – the Robert Sangster Stakes, Australasian Oaks and Goodwood Handicap.

Racegoers are set to reap the benefits of the deal almost immediately, with SAJC and Sportsbet to cover the cost of all adult General Admission tickets for all three of the Sportsbet Adelaide Racing Carnival’s million-dollar race days – the Australasian Oaks & Robert Sangster Stakes Day on 27 April, SA Derby Day on 4 May and Goodwood Day on 11 May.

As if that weren’t enough, the partners have teed up an exciting new ‘Putt for Dough’ trackside activation for the duration of the Carnival, where patrons can try their luck at sinking a monster golf putt for their chance to win in a share of $100,000 cash.

SAJC CEO Grant Mayer said the new partnership represented “a watershed moment in the history of the South Australian Jockey Club.”

“This is the biggest club sponsorship agreement ever signed in racing in this state and one of the largest in South Australian sport,” Mr Mayer said.

“When combined with the opening of residential registrations of interest for ‘The Quarter’ – the residential component of the $350 million Morphettville redevelopment – the opening of our exceptional $21 million Wolf Blass Event Centre and the recent announcement of $1 million Group One races for the Adelaide Racing Carnival, this Club is now on a trajectory that would have been unimaginable just a few years ago.

“We’re delighted to have found a partner as passionate about the future of our Club and the event experience we’re creating as Sportsbet and can’t think of a better way to celebrate than with free adult GA tickets and this incredible putt activation – just in time for LIV Golf.”

The $25 million dollar deal includes an annual cash component, as well as investment in signage updates, infrastructure, innovation and activation.

Sportsbet CEO Barni Evans said the deal reflected growing excitement around racing in South Australia.

“We couldn’t be happier to be partnering with the SAJC and it further demonstrates our ongoing investment in and commitment to the racing industry,” Mr Evans said.

“Sportsbet prides itself on innovative thinking and I’m so proud that this partnership includes a significant cash contribution to an innovation fund so that SAJC can continue to do things differently and attract new audiences to racing.

“Offering free GA tickets to all adults and the ‘Putt for Dough’ activity are just a couple of examples of how we can do racing differently and we look forward to many more initiatives in the future.”

Those wishing to participate in the Putt for Dough competition can register for one shot per day of the Carnival online at Eventgoers can use the same website to download their free adult GA ticket – normally worth $20 – for each race day.


For more information about the Sportsbet Adelaide Racing Carnival, visit

Media enquiries: Alexandra Green, Michels Warren 0418 608 038 or

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