ATG inks pool betting partnership with Paddy Power Betfair’s US racing network
Partners pledge to deliver a “sustainable long-term deal” aimed at more recreational punters
Swedish horseracing operator ATG has agreed a partnership with Paddy Power Betfair’s US racing network, TVG, that will see American customers able to watch Swedish racing and bet into Swedish racing pools.
The deal kicked off yesterday and will reach over 45 million US households.
“This is a unique possibility for ATG to reach out to horse racing bettors in USA and will also be a great way of showcasing the great sport we have here in Sweden” says Lars Nemeth, head of international sales at ATG.
TVG said the pools would have no rakeback schemes that incentivised more professional play, in a bid to create a “sustainable long-term deal”.
“TVG has basically the same broad spectrum of customers as ATG,” said Stephen Kennelly, VP of product and exchange for TVG FanDuel Group US.
Kennelly added: “We focus on incentivizing and gaining new and existing business by providing access to high quality content and service, not through high volume rebates to a limited audience.”
TVG said the partnership would focus on the best races Wednesday through Sunday, with regular live updates and news about the races.
ATG recently also announced a sportsbook deal with Kambi in preparation for the reregulation of the Swedish market, as well as a live casino deal with Evolution Gaming.