Dalet Helps Victoria Racing Club Create Media Business

Cloud-native Dalet Flex production asset management helps the Victoria Racing Club showcase its 162 years of history.

Dalet, a leading technology and service provider for media-rich organizations, is proud to have worked with Victoria Racing Club (VRC), custodians of Australia’s most iconic racecourse, to build a fully functioning media production unit. Using Dalet Flex production asset management capabilities to store, organize and manage media, the VRC is able to take full control over its premium content and archive to protect its rich history and expand its content offering to rights holders, media partners and racing fans.

The Victoria Racing Club is the proud custodian of Flemington Racecourse, home to the world-famous Melbourne Cup Carnival and Australia’s most iconic horse race, the Lexus Melbourne Cup, which was first run in 1861. 

“Flemington’s incredible history needed to be preserved and celebrated, but most of it was stored on hard drives or tape. With a range of highly valuable historical content, the VRC saw an opportunity to transform this content into an organized, accessible library for the VRC, media partners and fans,” said David Campbell, Executive General Manager – VRC Media. “Working with Dalet Flex has allowed the VRC to store rich content that tells the story of Flemington’s long and important history now and into the future.”

Dalet Flex enables sports organizations like the VRC to take full control of valuable content, enabling wider and deeper business and fan engagement as well as a broader commercial opportunity.

A year-round opportunity

The VRC is famous for the Lexus Melbourne Cup, which runs on the first Tuesday in November every year, and is part of the iconic four-day Melbourne Cup Carnival. With an additional 19 race meetings held at Flemington each year, the Club is generating significant video and photographic content that needs to be managed, easily sourced and utilised. 

“The VRC recognised this approach was not the most efficient use of resources – simple storage of video and media assets wasn’t enough. They called Dalet to provide both the technology to take control of the assets and collaborate on a strategy to fully maximise its premium content,” comments Ren Middleton, VP – Sales – Asia Pacific, Dalet.

The VRC researched several technical options and agreed Dalet Flex was the best choice to meet their needs.

“Our partnership with Dalet, from development to implementation has been fantastic,” Mr. Campbell said. “The Dalet Flex system is powerful, easy to use and was fully integrated across the business quickly. The cloud-native architecture provides the scalability we need and future proofs our operation no matter what media production needs arise.”

Data of every kind

One of VRC’s most important requirements was the reliable delivery of broadcast content, and Dalet Flex’s easy-to-use tools to package content for media partners have proven crucial.

According to David, the VRC journey into a media production company was well supported by Dalet: “Dalet has been wonderful partners in this project. Their attention to detail and delivery has been outstanding.”

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About the Victoria Racing Club (VRC)

Since its establishment in 1864, the Victoria Racing Club (VRC) has been instrumental in the development of Australian and Victorian racing. The VRC is the world’s largest member-based racing club, with more than 30,000 members, and as custodians of Flemington Racecourse, hosts the Melbourne Cup Carnival, Australia’s pre-eminent sporting and cultural event. While a racing event at its core, the Carnival transcends traditional sporting events with its unique combination of sport, fashion, entertainment, hospitality and business. The Melbourne Cup Carnival holds a special place in the hearts of Australians with more than half the adult population celebrating the nation’s premier racing carnival, which reaches a global audience of over 700 million.

The 2023 Melbourne Cup Carnival generated $422.1 million in gross economic benefit to Victoria alone, which is unrivalled by any other annual Australian sporting event. The jewel in the Melbourne Cup Carnival crown is the Lexus Melbourne Cup, a 3200m Group 1 staying race with over 160 years of history and one of the world’s richest, offering $8 million in prize money and held on the first Tuesday in November.

About Dalet 

Dalet empowers media-rich organizations to transform their production and distribution workflows – accelerating media operations, maximizing collaboration and creating higher value from content. As a leading media technology and service provider with over three decades of innovation, our software solutions enable greater control, enhanced visibility and increased productivity for content professionals and storytellers around the globe. Leading organizations such as Fox Networks Group, Arsenal Football Club, MediaCorp, Peloton, and the BBC trust Dalet to support their daily content operations. Our team is driven by a passion for media and committed to empowering a world where compelling stories are beautifully made, effortlessly told and thoughtfully delivered. Learn more at

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