Racing Victoria will use the domain to further its services and racing coverage throughout national and international markets, with a new website and further digital inventory set to be launched by mid-September. Racing.com will target a broader demographic for Racing Victoria, aiming to bring first time punters to racing events and venues in the state of Victoria.
Australian news sources confirmed that the domain was purchased from a US based domain reseller for an undisclosed fee.
Director of Strategy for Racing Victoria Andrew Catterall commented on the upcoming launch of Racing.com
“We think its a strong message that we are being aspirational in having a non-geographic specific brand. We have things like the spring carnival and we do aspire to have more of an international audience,”
Racing.com will feature tips, race statistics, event news/ information, and beginner tutorials in order to attract first time race goers to future Victoria Racing events. Racing.com content will further be supported by video content and live features such as interviews, event previews and video tutorials.
About 20 journalists, editors, designers and information technology staff have been working on the project since the beginning of the year.The four racing clubs – Victoria Racing Club, Melbourne Racing Club, Moonee Valley Racing Club and Country Racing Victoria – will assign digital rights to the new entity.