Australia’s Victoria Racing Club (VRC) is deploying Dalet Flex production asset management capabilities to store, organise and manage media, allowing it to expand its content offering to rights holders, media partners and horse racing fans.
VRC is the custodian of Flemington Racecourse, home to the world-famous Melbourne Cup Carnival and Australia’s most iconic horse race, the Melbourne Cup, which was first run in 1861.
David Campbell, Executive General Manager, VRC Media, explained, “Flemington’s incredible history needed to be preserved and celebrated, but most of it was stored on hard drives or tape.
“With a range of highly valuable historical content, the VRC saw an opportunity to transform this content into an organised, accessible library for the VRC, media partners and fans. Working with Dalet Flex has allowed the VRC to store rich content that tells the story of Flemington’s long and important history now and into the future.”
The cloud-native Dalet Flex enables sports organisations like the VRC to take full control of valuable content, enabling wider and deeper business and fan engagement, as well as a broader commercial opportunity. With an increasing amount of video and photographic content to be managed, sourced and utilised, VRC turned to Dalet to streamline existing processes.
Ren Middleton, VP, Sales, Asia-Pacific, Dalet, added, “The VRC recognised its old approach was not the most efficient use of resources – simple storage of video and media assets wasn’t enough. They called Dalet to provide both the technology to take control of the assets and collaborate on a strategy to fully maximise its premium content.”