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AUSTRALIA: Lion Nathan wins naming rights to Melbourne Cup

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Lion Nathan has won the 10 year naming rights to Australia's biggest and most popular event the Melbourne Cup horse race - for a reported A$80m with what it claims to be Australia's biggest ever consumer promotion.

The Melbourne Cup known as the race, which stops the nation is now telecast internationally attracting jockeys and horses from overseas.

Lion Nathan snatched the naming rights from rival Carlton and United Breweries last year and what had been the Fosters Melbourne Cup becomes from this year the Toohey's New Melbourne Cup.

Buyers of a marked carton of Toohey's New beer between now and the running of the race in early November will be in the running to win A$1m.

Marketing director of Toohey's David McNeil said 24 finalists in the promotion would win lavish trips to the race and the instant millionaire would be determined by a nationally televised draw immediately after the running of the race.


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