Latest data reveals surge in younger audiences on TAB Champions Stakes Day at the 2025 Melbourne Cup Carnival

The figures released by the Victoria Racing Club demonstrate racing's growing appeal to younger demographics, with TAB Champions Stakes Day recording 66% of all Flemington Pass (general admission) tickets purchased by people 35 and under, the highest of any day during the Carnival and representing a 4% year-on-year increase. In particular, TAB Champions Stakes Day skewed higher among the 25–34 age group, resulting in a 9% year-on-year increase in general admission sales.

The increased younger audiences on TAB Champions Stakes Day coincided with the appearance of global DJ phenomenon FISHER, who delivered a memorable set on the Elms Stage, presented by Macca’s, after the final race, bringing crowds onto the Flemington track for the first time.

FISHER’s appearance was made possible with the valued support of the Victorian Government and Racing Victoria through the MREF funding program. As part of the program, the VRC secured grants to enhance precincts across Flemington throughout the 2025 Melbourne Cup Carnival, including activations such as FISHER's performance. The MREF funding supports new or evolved activations and activities that enhance the race-day experience and attract diverse audiences.

Quote attributable to VRC CEO, Kylie Rogers

"The growth we’ve seen among younger audiences shows racing has a bright future. On TAB Champions Stakes Day alone, 66% of general admission tickets were purchased by people under 35. These numbers prove racing is resonating with the next generation.

The scene of FISHER's performance on TAB Champions Stakes Day was remarkable. Seeing thousands of people dancing on the Flemington track after the races created an unforgettable atmosphere.

We’re incredibly grateful to the Victorian Government for their support through the MREF funding program. This investment was instrumental in helping us broaden ourappeal and deliver experiences that connect with a wider audience." 

Quote attributable to Minister for Racing Anthony Carbines

“We’re proud to back Victoria’s $4.7 billion racing industry – nobody does spring racing like Victoria and this year’s Melbourne Cup Carnival once again showcased our city at its very best.”