Flemington’s Birdcage to Bloom Brighter in 2026

Each year, the Birdcage transforms into a vibrant corporate metropolis inside Flemington. In 2026, VRC partners including Lexus, Crown, TAB, G.H. Mumm, Nine, Don Julio, and new beer and cider partner Asahi Beverages will each create bespoke destinations defined by bold design, exceptional hospitality, premium entertainment, and the sense of occasion that has made Cup Week world-renowned.

The Birdcage has been at the heart of corporate hospitality in Australia for almost four decades, since Carlton & United Breweries became the first sponsor marquee in 1988. 

This year, more than 25 companies and sponsors will feature within the Birdcage, with sponsor marquees complemented by established premium products, including VRC Private Marquees, which offers clients greater choice and flexibility when entertaining guests throughout Cup Week.

The Melbourne Cup Carnival continues to draw strong business interest, with Crown Oaks Day remaining a key occasion for businesses hosting corporate guests. This trend is reflected in the Birdcage, where corporate hospitality revenue on Crown Oaks Day has increased by 12 per cent year-on-year, reinforcing the enduring appeal of Cup Week as Australia’s premier business, lifestyle and entertainment platform.

As part of this year’s ‘Garden of Gardens’ theme, the VRC has also doubled the number of members’ reserved tables within the Central Rose Garden, creating a more expansive and inviting space at the heart of the Birdcage to gather, toast and soak up the Carnival atmosphere.

The expanded Central Rose Garden will be one of seven distinctive gardens featured across the Birdcage, each designed to surprise and delight members and guests as they journey through a series of vibrant, layered garden worlds to create Flemington's ultimate garden party.

Principal Partner Lexus will once again take prime position within the Birdcage with LANDMARK by Lexus, a luxury three-level pavilion with views of the famed Flemington Racecourse straight. 

Crown’s iconic Melbourne venue Marmont also returns to the Birdcage in 2026 after a sellout debut last year, bringing its signature energy, hospitality and party atmosphere to Flemington.

In an exciting first for the Birdcage, Melbourne’s energetic and vibrant Japanese‑inspired eating house, Yakimono, will bring its unmistakable energy, bold flavours, and modern Japanese flair to the enclosure with a dedicated retail pop-up for all to enjoy. 

For those looking to recharge, The Garden of Renewal will offer a stylish place to pause, refresh and reset. Guests can enjoy beauty touch-ups in the Pamper Lounge featuring Chantelle Baker x Elletté Beauty and Joey Scandizzo Salon, while leading tech brand Cygnett makes its Birdcage debut, helping racegoers stay powered and connected throughout the day. To complete the experience, St Remio Coffee will serve expertly crafted coffee and espresso martinis in The Garden of Renewal. 

The Birdcage Enclosure Main Stage will again become the soundtrack to Cup Week, hosting musical acts throughout the day to keep the celebrations blooming long after the last race.

The 2026 edition of the Birdcage will again encompass The Rails Promenade, where members can enjoy the race day in an outdoor setting with exceptional trackside views, super screens and betting facilities, with accredited caterers including Curtis Stone Event. 

VRC CEO Kylie Rogers said the Birdcage remains one of the most sought-after experiences of the Melbourne Cup Carnival and a key reason guests return to Flemington year after year.

"The Birdcage is one of the most distinctive and prestigious experiences of the Melbourne Cup Carnival, bringing together world-class hospitality, iconic brands, valued partners and our members in a setting that is uniquely Flemington.

Year after year, it continues to attract strong demand because it offers something truly special. It is where business, social connections and celebration come together at the heart of the Melbourne Cup Carnival.

This year’s version of the Birdcage promises to once again deliver an incredible atmosphere that makes it a must-visit destination for members, partners and guests.”

The 2026 Melbourne Cup Carnival Birdcage sponsor marquee lineup includes:

• Lexus – The Principal Partner and Naming Rights Sponsor of the Lexus Melbourne Cup will welcome guests to LANDMARK by Lexus, a three-level luxury pavilion at the heart of The Birdcage. Showcasing a new dawn in modern luxury, LANDMARK by Lexus will bring together culture, craftsmanship and extraordinary experiences, reflecting how Lexus continues to challenge convention and exceed expectations.

• Crown – Crown Oaks Day naming rights sponsor, Crown Resorts, will be home to the Birdcage’s more luxurious and vibrant celebrations. Marmont will also return to the Birdcage in 2026, positioned within the Crown marquee, offering a premium, elevated experience in one of Flemington's most sought-after locations. Guests can expect a lively atmosphere, where Australia's finest food and beverages come together with outstanding entertainment to deliver a race day experience to remember.  

• Asahi Super Dry – the new beer of the Birdcage, served alongside crowd favourites such as Carlton Draught, Great Northern Super Crisp and Balter XPA. The Asahi Super Dry Garden brings a fresh take on Birdcage hospitality, bringing to the precinct a vibrant celebration of modern Japanese style. With striking design and a premium food and beverage experience, it's a place for racegoers to soak up the excitement of Flemington while enjoying the unmistakably refreshing world of Asahi Super Dry.

• TAB – TAB is transporting the quintessential Aussie pub straight to the track for this year's Melbourne Cup Carnival with the launch of TAB Social. For more than 50 years, the local has been the odds-on favourite for racing fans to grab a bite, share a tip and celebrate a winner. Now, TAB guests can get their pub fix in the Birdcage at Flemington Racecourse, bringing the best of both worlds together for Australia’s biggest racing carnival. Drenched in signature TAB green, it brings together the heritage charm and unmistakable character of the local with a cutting-edge punters paradise. The ultimate destination to soak up the Spring action that feels instantly familiar yet distinctly elevated. Designed to foster community, energy and play, it brings the spirit of local pub into a refined premium Birdcage setting.  Long live the local.

• G.H. Mumm – Official Champagne Partner, celebrating 17 years of partnership with the VRC. G.H. Mumm's iconic Birdcage marquee brings to life the Champagne house's pioneering spirit, where guests can enjoy the unforgettable tap tap champagne moment, outstanding cuisine and exceptional entertainment.  

• Nine – Taking the Carnival experience beyond the track, the 2026 Nine Marquee returns to The Birdcage for its third year as the official broadcast partner of the Melbourne Cup Carnival. This exclusive space is inspired by traditional racing silks, utilising the vivid colours and distinct patterns of the sport's identity to mirror Nine’s own legacy of bold, consistent Australian storytelling.  

• Don Julio Hacienda –Tequila Don Julio, the pinnacle of luxury tequila and a true icon of Mexican craftsmanship, returns to the 2026 Birdcage with an immersive celebration of Mexican culture, refined taste and modern luxury. Inspired by Don Julio’s rich heritage and pioneering spirit, the experience transports guests into a world of elevated hospitality, distinctive flavours and sensory discovery, where every detail is designed to surprise, delight and celebrate the art of tequila.

• Cygnett – As the Official Charging Partner of the VRC, Cygnett will debut a custom-built charging lounge in The Birdcage, offering guests complimentary phone charging in a stylish space to relax and recharge. Guests can also purchase Cygnett Power Banks from the lounge, while free charging stations throughout Flemington will help racegoers stay powered and connected across the Melbourne Cup Carnival.

Last year the Melbourne Cup Carnival attracted more than 286,000 racegoers to Flemington (the largest attendance since 2018) and delivered a record gross economic impact benefit of $533 million to Victoria, a 6% year-on-year increase.