Image shot by David Caird from Herald Sun

Seppelt Wines unveiled as naming rights sponsor of The All-Star Mile

Seppelt Wines has strengthened its long association with Australian thoroughbred racing after becoming the inaugural naming rights sponsor of The All-Star Mile, the world’s richest mile race which returns to Flemington on Saturday, 19 March 2022.

Seppelt, a pioneer of sparkling wine production in Australia, has been a strong supporter of the thoroughbred industry for more than 150 years. Its title sponsorship of The Seppelt Wines All-Star Mile expands the brand’s racing portfolio in Victoria, having previously held the naming rights to Stakes Day – the final meeting of the world-famous Melbourne Cup Carnival.

Given Seppelt’s long-standing partnership with the Victoria Racing Club, which extends more than 40 years, it is fitting that Flemington will host the fourth running of Australia’s only fan-voted race having staged the inaugural edition in 2019, won by Tasmanian raider Mystic Journey.

The sponsorship announcement comes days out from the opening of voting for The 2022 Seppelt Wines All-Star Mile, with sports fans across Australia and New Zealand invited to cast their votes for the 78 horses entered for the $5 million marquee event – which include reigning Lexus Melbourne Cup winner Verry Elleegant and Annabel Neasham’s superstar Zaaki – from next Monday (24 January).

The Seppelt brand will be incorporated across all All-Star Mile assets and will have a visible presence at all associated events and activations, including the opening of voting, top ten announcement (Wednesday, 16 February), barrier draw (Tuesday, 15 March) and The Seppelt Wines All-Star Mile Raceday at Flemington (Saturday, 19 March).

Giles Thompson, Racing Victoria’s Chief Executive Officer, said: “Racing Victoria is thrilled to welcome Seppelt Wines on board as the naming rights sponsor of The Seppelt Wines All-Star Mile.

“A prestigious and historic brand such as Seppelt Wines is the perfect pairing with the world’s richest mile race. We have enjoyed strong support from the public over the first three years of The All-Star Mile, with more than 420,000 validated votes received, and I have no doubt that engagement will continue to grow in the future with Seppelt as our premium partner.”   

Seppelt Marketing Director, Ben Culligan, said: “Since first supporting the Great Western Races adjacent to the Seppelt winery in the Grampians in 1867, Seppelt has enjoyed a strong connection with thoroughbred racing in Australia and we are delighted to become the inaugural naming rights partner for The Seppelt Wines All-Star Mile. Just like our portfolio of premium Victorian wines, this innovative and unique sporting event aims to unearth greatness and we look forward to another exceptional running of the race at Flemington in a few months’ time.”

Victoria Racing Club Chief Executive Officer Steve Rosich said it was a natural fit for Seppelt Wines to become the naming rights sponsor.

“Seppelt Wines has a long association with the Victoria Racing Club and are we are thrilled to welcome them as naming rights partner for The Seppelt Wines All-Star Mile. The VRC is looking forward to hosting the world’s richest mile race at Flemington on Saturday 19 March and will share more details on what will be an unmissable day at Headquarters soon.”


Founded in 1851, Seppelt is one of Australia’s most historic wine producers. Few Australian wineries have carved such a distinguished name for both still and sparkling wines. Not only is Seppelt a pioneer of sparkling wine in Australia – of both white and red expressions – it also crafts some of the country’s most collected table wines from Victoria’s Grampians, Henty and Heathcote regions.