Kennedy Oaks

VRC Interim Chief Executive Neil Wilson and Kennedy Executive Chairman James Kennedy at Flemington.

Kennedy named new Melbourne Cup Carnival major partner

The Victoria Racing Club (VRC), Australia’s premier racing club, and Kennedy, luxury watch and jewellery retailer, today announced a new five year sponsorship agreement which sees the Australian business become a Major Partner of the VRC and the Melbourne Cup Carnival.

The retailer has assumed the naming rights of Kennedy Oaks Day and the Group 1 Kennedy Oaks, as well as the Group 1 Kennedy Mile on AAMI Victoria Derby Day, formerly known as the Cantala Stakes.

In addition, Kennedy will host a marquee in the exclusive and world-renowned Birdcage Enclosure throughout the four days of the Melbourne Cup Carnival.
Kennedy has also been named the Official Time Partner of the VRC and the famous Flemington clocktower will bear the brand’s name.

The agreement will also see Kennedy co-host the VRC Kennedy Oaks Club Lunch which this year is being held on Wednesday 8 November.
VRC Interim Chief Executive Neil Wilson said this is an exciting new major partnership.

“We are thrilled to announce Kennedy as a Major Partner of the VRC and the Melbourne Cup Carnival. The luxury brand is synonymous with elegance and aligns perfectly with Oaks Day, the traditional Ladies Day of the Melbourne Cup Carnival,” Mr Wilson said.

“Kennedy is a rapidly expanding business successfully performing in a growing Australian luxury market and provides the VRC an opportunity to extend our association with premium brands.”

The deal signifies the strength of the VRC in building relationships with sponsors, for which Mr Wilson credits as an integral part of the Club’s success.

“The support of Kennedy enhances the Club’s current sponsorship portfolio which allows the VRC to constantly improve and innovate our Melbourne Cup Carnival offerings, affording our 30,000-plus members and the general public the best possible raceday experience,” said Mr Wilson.

Kennedy Executive Chairman James Kennedy said the retailer is delighted to sponsor one of the biggest days on the Australian racing calendar.

“The VRC is one of the world’s premier race clubs and we are incredibly proud to sign as a Major Partner. Oaks Day is a fixture on Melbourne and Australia’s social and cultural calendar and is all about heritage and style, which resonates with the Kennedy brand and customer.

“Kennedy is dedicated to excellence across every touchpoint of the business, and we look forward to a strong relationship with the VRC and the opportunity to build on the legacy of the Melbourne Cup Carnival,” said Mr Kennedy.

The VRC lifts the Melbourne Cup Carnival curtain on AAMI Victoria Derby Day on 4 November, followed by Emirates Melbourne Cup Day on Tuesday 7 November, Kennedy Oaks Day on Thursday 9 November and Emirates Stakes Day on Saturday 11 November.

Tickets and hospitality packages can be purchased from

Kennedy is the world’s finest destination for watches and jewellery, with two multi-brand boutiques: The Star Sydney and Crown Melbourne; three mono-brand boutiques: Rolex Martin Place, Rolex Crown Melbourne and Graff Crown; and four additional boutiques set to open in the next six months across Australia, including Perth.

Kennedy prides itself on its curated selection of exquisite Swiss watch brands, including Patek Philippe, Rolex, IWC Schaffhausen, Cartier, Girard-Perregaux and Tudor.

An Australian family business, Kennedy was founded in 1976 with a passion and precision for curating the world’s finest timepieces and jewellery. Kennedy provides a luxurious and memorable retail experience to its customers with attentive, personalised service paired with exceptional product knowledge.

Kennedy is owned by Australia’s leading luxury brand retail group, Emerald Group Investments, who specialise in the world’s most desirable luxury brands; including Bang & Olufsen, Loewe and Kenzo.