Myer has been inundated with social media backlash, as the 'Nup to the Cup' movement grows.
The department store is a major sponsor of the Melbourne Cup, a horse racing event now facing criticism over animal rights abuse.
'Nup to the Cup' calls for brands and consumers to boycott the event following an ABC expose, with supporters including former David Jones ambassador Megan Gale.
Myer has proceeded with its sponsorship and promoted the event on its social media channels.
The move however, has angered many followers.
"So disappointing that you would sponsor such a disgraceful and unnecessary event and industry," a comment read.
"Shame on you for still supporting and condoning abuse and exploitation of innocent animals," another added.
A Myer media spokesperson has confirmed it supports animal welfare and will be monitoring the response closely.
"We were appalled by the footage we saw on the ABC and share the concerns of the community and of our customers.
"As a sponsor of the Melbourne Cup Carnival, we are closely monitoring the action being taken by the authorities, who are empowered to oversee racing policy and practices, to ensure it meets the standards we expect, and those of our customers, in improving animal welfare.
"We welcome the action being taken by the VRC and Racing Victoria to ensure the welfare of horses on and off the track, particularly through the recently announced VRC Equine Wellbeing Fund."