Racing Victoria missed the marketing coup of the decade with Michelle Payne – The Sydney Morning Herald

She should be the darling of the spring carnival, but instead Michelle Payne is keeping a low profile because of racing’s missed marketing opportunity.

Senior public relations experts advised Racing Victoria officials to sign the Melbourne Cup-winning jockey on a five-year contract just days after her history making win, but key executives failed to act on the advice.

Fairfax Media understand that some of Australia’s most influential marketing and public relations experts lobbied Racing Victoria to sign Payne at the end of last year’s spring carnival after her winning ride on Prince Of Penzance in the $6 million race.

As the first woman to win the race Payne would have been an invaluable asset to racing on the national and international stage.

If Payne had signed the lucrative five-year, six-figure sum deal that was suggested, Australian racing would have been perfectly positioned for a global marketing coup, Fairfax Media has been told.

However, those entrusted to broker the deal failed to react quickly enough, sources say.

Fairfax Media understands that there was much discontent among senior officials at Racing Victoria when the former Ballarat schoolgirl signed with a rival non-racing marketing company.

The loss of Payne to the racing industry was “one of the great missed opportunities in sport,” a source who did not want to be identified said.

Payne took the advice of the Victorian Jockeys Association and signed a deal with Saxton Speakers Bureau, directly managed by consultant Nanette Moulton.

The decision to go with the Saxton Speakers Bureau meant Payne was out of touch with mainstream media and permission for stories on the cup-winning jockey were rarely granted.

Racing Victoria was told that Payne could also have been an excellent spokesperson for Australian racing in Europe, as could have been a valuable asset at last year’s world racing conference in Mumbai.

Australian public relations expert Paul Kerr agreed that Payne’s high profile presented a missed opportunity for Racing Victoria.

“She was known Australia-wide and hers was a tremendous message to send about racing,” he said.

“I don’t think it’s too late but it’s so important to utilise this opportunity.”

Last year local Ballarat residents were upset when Payne returned to her home town for post cup celebrations but was was not permitted to speak due to her contractual arrangements.

It meant trainer Darren Weir and Prince of Penzance strapper, her younger brother Steven, were left to fill in the gaps.

She consistently rejected requests for interviews from the racing media.

Payne’s reputation was also affected when she sent out two apparently critical tweets regarding her treatment over Prince Of Penzance by the owners of the stayer.

Now a trainer herself, the jockey is highly unlikely to have a ride in this year’s $6.2 million handicap. Payne has struggled for rides since her return to racing after an accident at Mildura earlier this year when riding for her older brother Patrick.

Payne underwent surgery days after the fall and spent weeks recuperating.

Prince Of Penzance bid to win back-to-back cups has also been stalled by injury. The seven-year-old had surgery on a fractured leg in October and may be retired.