More than 100,000 people signed up to Sportsbet on Melbourne Cup Day.
Sportsbet also had 1.3 million customers place a bet on Cup Day, with the platform handling nearly 70,000 bets per minute at peak.
It was a record, and it was the clearest sign yet that racing’s connection with the public is strengthening again.
For the country’s largest wagering operator, this was not simply a strong day. It was a landmark moment that showed racing can still cut through with mainstream Australia.
The importance of that cannot be overstated. Sportsbet holds the biggest customer base in the market. They are the gateway through which more Australians engage with racing than any other platform. When their spring engagement rises, it is a bellwether for the health of the entire sport.
Sportsbet’s Head of Corporate Affairs, Nathan Arundell, says the shift was unmistakable.
“It really does feel like momentum in racing has changed. It has been an incredible spring carnival for the racing industry and Sportsbet customers.”
Across the spring the sport saw a demographic reset. It was the first time in years the sport felt like it was drawing in new participants rather than talking to the same loyal base.
“What excites us most is the lift in engagement with racing. This year’s Sportsbet Caulfield Cup Carnival saw record crowds, female attendance up nearly 50 percent, and a new generation of racing fans embracing the sport.”
In recent years Sportsbet has invested in on-course activations at tracks such as Caulfield and Morphettville, partnerships and digital presence, and racing felt more modern as a result. The trackside experience was contemporary and vibrant, and for many younger fans it was their first genuine touchpoint with the sport.
“Sportsbet’s activations and partnerships have played a pivotal role in attracting a broader range of people to racing, and the sold-out Sportsbet Caulfield Cup was a testament to racing’s renewed appeal.”
What Caulfield hinted at, Cup Day confirmed. Sportsbet’s record numbers were not an anomaly. They were part of a trend that began in early October and carried through the entire carnival.
“Sportsbet had a record level of engagement on Melbourne Cup Day with 1.3m customers having a bet and attracting over 100k new customers.”
Arundell believes the momentum can extend into 2026.
“The momentum from Cup Day is a strong indicator of racing’s ability to attract new audiences and sustain interest well beyond the carnival itself.”
Another notable lesson from the spring was the rise of authentic content creators. Bloggsy showed that modern punters respond to personality, humour and honesty. His growth across the carnival proved that racing connects more strongly when it speaks in the voice of everyday fans. The sport does not need to reinvent itself. It needs storytellers who can make it feel alive.
Public sentiment also shifted. Racing Victoria’s tightened veterinary and welfare protocols gave the carnival a cleaner runway. For the fifth year in a row, the Cup passed without a death and the importance of this simply cannot be understated. The protocols have saved the race. The general public are again feeling more comfortable with racing.
Put together, these forces created a rare window for racing. Crowds returned. Young fans re-engaged. Public trust stabilised. And the largest operator in the country saw record activity that pointed to genuine growth in the customer base.
The question is simple. Racing has momentum. Can it build on it, or will it let the opportunity fade?
