I Think Melbourne Cup Might Be Over For Real

Once hailed as the “race that stops a nation”, the Melbourne Cup now seems to be… slipping into irrelevancy. At the very least, it’s far from what it used to be – a cultural centrepiece of Australian society, an aspirational social event, a legitimate topic of small talk. And while the staunch supporters of the horse racing industry will get scream that any criticism is “lefty woke nonsense!”, it’s not just protest movements and social change that’s turning people away – the business sector is starting to abandon the Melbourne Cup too. Don’t believe me? Here’s the evidence.

First off, let’s talk numbers. The Melbourne Cup has long been the racing event to be seen at, but attendance has been steadily declining for over a decade. That applies to both the Tuesday Melbourne Cup race, and the entire Cup racing week. According to Flemington Racecourse data, attendance has dropped every single year since 2010 (apart from small jumps in 2013 and 2015). Last year in 2022, attendance hit an all-time low with 73,816 people attending the Cup. It’s a grim picture when compared to the 122,000 people who went in 2002.

But why? Increased awareness of social issues are playing a big role – not just among young generations, but across all of society. Animal cruelty is the obvious one (and the one that cops the most ‘woke’ criticism). The success of campaigns like #NupToTheCup has put a spotlight on the cruel treatment of race horses that’s difficult to ignore. Just last year Melbourne Cup-winning trainer Darren Weir pleaded guilty to animal cruelty charges after admitting that he used an electronic cattle prod on three horses, during his training.

Changing attitudes towards gambling is arguably a much bigger factor. While the gambling revenue of horse racing is likely the only reason the industry is still alive, it’s beginning to turn other businesses away. Tabcorp currently holds the broadcasting rights to the Melbourne Cup from 2024, and intends to sub-lease those rights (for a fee) to an Australian TV broadcaster. However, they announced plans to integrate so much more gambling advertising and live-odds tracking into the broadcast, that both Channel Ten and Seven dropped out of negotiations. Clearly, the number of TV viewers the race attracts is not big enough to justify the fee – representatives for Ten literally said “the preferences of viewers and advertisers” is the reason it’s not interested in bidding for the race. It leaves Tabcorp with only Channel Nine to negotiate with.

The decision to prioritise gambling so heavily is directly at odds with the governments push to ban gambling advertising. It’s a policy proposal that is widely supported by the public, with polls showing that between 53% and 70% of respondents (depending on the poll) want gambling ads banned. With bans possibly coming into effect in just three years time… where does that leave an event like the Melbourne Cup?

Then there is the growing divide between the version of Australian identity that the Melbourne Cup represents and the changing demographics of the country. It is undeniably an event targeted towards white, rich people. You only have to look at Victoria Racing Club’s Instagram page to get a sense of the vibe… At the time of writing, we could only find five people of colour in Victoria Racing Club’s Instagram posts up until June 2023. This year’s ambassadors include Princess Diana’s nieces – really driving home narratives about bloodlines and elitism that are at the very core of horse racing.

There is definitely still a group of people who the Melbourne Cup is appealing to, but it’s just not the vast majority of Australians. You cannot blame us for finding the display of wealth and wasteful gambling hard to watch when the current economic challenges are so bleak. Housing costs have skyrocketed, wage growth has been sluggish to say the least, and job security has become increasingly elusive. When every spending decision must be questioned, what is the value of investing in an experiences like the Melbourne Cup?

While these changes have been brewing for a long time, the impacts are now becoming evident. Not only are TV networks uninterested in showing the race, this year MYER ended it’s almost 40-year partnership with the Victoria Racing Club. There is no sponsor for the Fashions on the Field competition, which was the one element often used as proof that ‘spring racing’ was socially relevant regardless of the race. Rubbing salt in the wound, the founder of Born Bred Talent agency Clare Winterbourn told The Sydney Morning Herald that although some of their influencers will go to the races as guests of clients they work for: “We get it in their contract that they are not photographed there because they won’t want the public association with something that’s controversial”.

These are the most compelling signs of all that the cultural importance of the Cup is long gone. And that’s not a bad thing. This shift isn’t a rejection of tradition but rather a reflection of our nation’s progress. Melbourne Cup’s exclusivity no longer resonates with a population that’s striving for greater financial stability, security, and equality for all. It’s actually a testament to our progress as a nation that we are increasingly critical of events and institutions that perpetuate economic disparities. And if a ‘cultural institution’ no longer represents what we truly are, it’s okay to walk away from it.

So, yes, although our views towards the Melbourne Cup are changing, don’t think of it younger generations being haters or just trying to rebel. Traditions like this change. The vibes have evolved. This was always going to be inevitable.

Smart people read more:

Gen Z, spring racing and the elephant in the room – Sydney Morning Herald

Is the Melbourne Cup Losing Its Relevance?

TV networks say ‘nup’ to the Melbourne Cup – soon you might, too – Mumbrella