Sportsbet enlists UFC’s Alexander Volkanovski for Volk’s $100k Deli activation via TGI Sport
Sportsbet, in partnership with the Melbourne Racing Club (MRC), has disrupted the status quo of racing again by delivering a one-of-a-kind Deli activation at the Sportsbet Caulfield Cup with UFC legend Alex ‘The Volk’ Volkanovski.
Sportsbet and The Volk gave racing enthusiasts and Melbourne locals a once-in-a-lifetime opportunity to win $100,000 at Caufield Racecourse, with one lucky fan to take home the prize following this afternoon’s Sportsbet Caulfield Cup.
Thousands came through Volk’s $100k Deli today to enter the draw to win the major prize, with 18 fans to take centre stage during the Sportsbet Caulfield Cup to see who takes home the major prize.
As part of the activation, Volk invited fellow Australian sporting stars from different codes to participate in his multi-round Ultimate Feed Championship (UFC) as he shared his love of food with the racing world.
Collingwood AFL Premiership Player Josh Daicos became the Ultimate Feed Champion after his victory over jockey Dakotah Keane. Hawthorn Hawks AFL Captain James Sicily and Sportsbet Caulfield Guineas-winning jockey Damian Lane rounded out the field.
Volk’s $100k Deli, delivered by TGI Sport, followed the success of a Sportsbet pop-up basketball court at Caulfield Racecourse earlier this year to celebrate Blue Diamond Stakes Day, which featured NBA royalty Scottie Pippen and Horace Grant.
Says Sicily: “Yeah it was very fun to be involved with Sportsbet for the day at the $100k deli, it was very different which was good.
“It was great fun to get involved with Volk and Josh and its pretty cool what Sportsbet are doing here with the $100,000, someone is going to go home very happy.”
“I didn’t really know how to take out the burger at the start during the cooking challenge, all I was doing was watching Josh to see what he was doing. He managed to get the chocolates over me.”
The activation is part of Sportsbet’s historic five-year partnership with the Melbourne Racing Club.
The partnership aims to move away from the traditional norms of racing and engage a new generation of fans. Its strategic vision is to create bold, fun and impactful activity across shared audiences.
Yuta Kobayashi, head of brand, advertising, and PR at Sportsbet, said it was great to give fans a chance to interact with Volk and to give away a life-changing amount of money to one lucky person: “Sportsbet is always looking for ways to continue its innovation and disruption of the status quo for activations at the racing as part of our partnership with the Melbourne Racing Club.
“Volk’s Deli adds to a fantastic year of activating trackside, following on from tremendous opportunities, including the full-sized basketball court at Blue Diamond Stakes Day as well as Putt for Dough at Morphettville as part of the Adelaide Racing Carnival.
“At Sportsbet, we consistently seek innovative and unique ways to engage fans, and it was exciting to bring this one to life.”
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(Photography: Wayne Taylor – Getty images)