Horse racing’s new draw: Instagram models and Euro royalty

8 hours ago 2

Once described as the sport of kings, horse racing is now the domain of models and content creators at the racetracks of Sydney and Melbourne.

The late Queen Elizabeth II was the last reigning British monarch to enjoy the mingling scent of horses, meat pies, beer and Chanel No.5 from the stands of Royal Randwick Racecourse in 1992, where today’s $20 million The Everest race takes place. In 1981, the Queen visited the home of the $5 million Caulfield Cup, also held today.

This spring carnival the special guest most worthy of a curtsy or tipped fedora is Danish Count Nikolai of Monpezat, attending The Everest race. The closest internet personality and Caulfield Cup ambassador Mary Vitinaros comes to a crown is a floral headpiece.

Danish Count Nikolai of Monpezat at Royal Randwick Racecourse in Sydney and social media personality Mary Vitinaros at Caulfield Racecourse in Melbourne.

Nikolai’s strong social media presence and good looks, which have led to appearances on the Dior runway in Paris, are just as important to The Everest hosts, the Australian Turf Club, as the fact that Queen Mary of Denmark is his aunt. Caulfield Cup organiser The Melbourne Racing Club is hoping that fans of Vitinaros’ common touch on her social media accounts, filled with revealing evening wear, underwear and swimwear, will be interested in her take on racewear.

Caulfield Cup racing ambassador Mary Vitinaros.

“Mary brings a beautiful balance of sophistication and relatability,” says Ashley Curnow, MRC executive director of marketing. “She has a grace that honours the heritage of racing, but a modern presence that resonates with a new generation. She isn’t just an ambassador in title, she’s genuinely invested in the whole raceday experience.

“Ambassadors are an extension of our brand, but they’re also a bridge to new audiences. They help us speak to people beyond traditional racing circles – into fashion, culture, lifestyle – while still embodying the spirit and prestige of the Caulfield Cup Carnival.”

The ATC do not have ambassadors, referring to Nikolai as a special guest of the event.

“Count Nikolai brings a level of sophistication and royalty to the carnival, while also talking to our younger demographic that we know are so engaged with this year’s carnival,” says Donna Forbes, ATC head of commercial.

Joining Nikolai in the queue for media wall photographs at Randwick will be special guests and content creators Bella Clinton, Alex Fevola and Costeen Hatzi.

At Caulfield, Vitinaros will be adding hashtags to photographs alongside content creators Emily Gurr, Demi Brereton and actor Olympia Valance.

The growing presence of content creators in the betting ring is at odds with recent social media campaigns that raise concerns about animal welfare around racing events.

Pru Corrigan, founder of talent agency One DayDream, which represent social media stars Brooke Warne, Stella Kim and Amy Pejkovic, says that it’s best for talent to acknowledge the elephant, or mare, in the room.

“Horse racing is deeply rooted in Australian tradition, but it’s also an area where opinions have shifted, and rightfully so,” Corrigan says. “We recognise and respect the diversity of views around attending or supporting racing events.

Count Nikolai of Monpezat is a special guest of the Australian Turf Club at Royal Randwick Racecourse for The Everest.

“I believe in thoughtful engagement, celebrating community, creativity and fashion, while supporting conversations and practices that prioritise animal welfare and ethical responsibility.”

“We encourage our team and our talent to make decisions that align with their own values, and we remain mindful of the evolving expectations around how culture, sport and entertainment intersect.”

A similar approach is taken by Curnow at the MRC, who says that working with potential ambassadors involves scrutiny and education.

“There’s certainly been more consideration from talent, and we completely understand that,” Curnow says. “We work with people who respect the sport and understand its evolution. When ambassadors see our commitment to integrity, welfare and the broader cultural experience, they’re proud to partner with us.”

For Melbourne-born Vitinaros, who appeared on Greece’s Next Top Model before finding success on social media, attending the Caulfield Cup helps broaden her audience beyond tennis fashion fans.

“I’m more of a tennis girly, but I do love the races as well,” Vitinaros says. “While people are just catching on to fashion in tennis, there’s such a long tradition with racing.

“I was aware of the controversy surrounding racing. There’s a real community around racing that I’ve met with and spoken to, especially groups that are trying to do what’s best for the horses. I’ve taken that into account.”

For Count Nikolai, who first attended horse races in his mother Alexandra, Countess of Frederiksborg’s native Hong Kong, before attending the Melbourne Cup in 2023 as a guest of the Victoria Racing Club, it’s all about the adrenaline.

“I really like the intensity of the day,” Nikolai says. “It’s all rather grand.”

Nikolai knows his way around a horse, although he says racing is less popular than dressage events in Denmark.

“Last week I was riding a horse on the tundra in Iceland, but that’s a bit different.”

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