ATG agrees four-year partnership extension with Swedish Biathlon Federation
One of Sweden’s top horseracing bodies has extended its collaboration with the Swedish Biathlon Federation. Aktiebolaget Trav och Galopp (ATG) is most well known for offering betting on harness racing, or trotting, in Sweden.
Its partnership with the Biathlon Federation dates back to 2018. However, this extension will see them continue to work together for another four years, or six as ATG said it intends to extend the collaboration by a further two years.
The extension will see both parties deepen their relationship, with ATG becoming a so-called “Presenting Partner” in addition to its current status as the Federation’s main sponsor. And starting next season, ATG customers will be able to bet on biathlon.
“Like trotting, biathlon is a popular sport, and it is very fun to take our cooperation one step further,” said Johanna Åberg, Marketing Manager at ATG.
“We have many fun projects underway, which will benefit both trotting lovers and biathlon fans. We have an exciting time ahead of us.”
As part of the extended collaboration, both parties will embark on a new project that “aims to bring the sport closer to the people” and “make it more accessible to Sweden’s biathlon enthusiasts.” This will be presented this autumn.
Rikard Grip, Secretary General of the Biathlon Federation, said: “There is a great curiosity among our supporters to get to know the biathlon stars even better.
“Thanks to ATG and their investment as a Presenting Partner, fans will get behind the scenes and see exciting parts of our preparations that have never been shown before. I think fans will love this opportunity.”
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