Mobile commerce company Mobile Embrace Ltd. announced this week that the Australian Turf Club has become the first multi-outlet sporting venue in Australia to implement its mobile payment app, Clipp.

The Turf Club operates four sporting venues; Clipp currently is active at nine outlets in two of the venues. Mobile Embrace said in a press release that the cashless transaction system will enable customers at those outlets to pay for food and beverages via Clipp.

"The introduction of Clipp fits nicely with the Club’s digital and customer service strategies," Tony Partridge, Australian Turf Club's COO, said in a statement. "In a short space of time we have gone from cash-only sales to universal card acceptance but we have gone one step further; now all you have to do is show your mobile phone using Clipp. The race day experience is ripe for digital transformation and we are committed to using digital to improve the customer experience."

"This is a fantastic partnership for Clipp with access to an additional 800k users across both Australian Turf Club venues," Clipp Co-founder Greg Taylor said in a statement. "We are looking forward to working with the ATC to enable them to monitor spending in real time. It is also a great opportunity to tear down the barriers ATC had previously by allowing customers to open a tab without any money limits."