ATG inks two-year sponsorship deal with Svensk Travsport
Former monopoly operator becomes title sponsor of Elite race, and exclusive partner of three other festivals under expanded sponsorship deal
Swedish horseracing betting operator ATG has agreed a two-year, multi-race sponsorship deal with horseracing association Svensk Travsport.
Under the terms of the expanded agreement, ATG will become the title sponsor for Svensk Travsport’s elite race weekend at the Solvalla racecourse until 2022.
It will also become exclusive betting sponsor of sprint champion races at Halmstad racecourse and both the V75 champions race and paralympic races at Åby racecourse. In addition, ATG is granted the rights to extended sponsorship exposure on 18 race days.
Hasse Lord Skarplöth, CEO of ATG, hailed the importance of this sponsorship deal with Svensk Travsport, claiming it was a good deal for all sides.
“For ATG, it is about being visible and at the same time contributing to an increased experience for our customers at [Sweden’s] biggest trotting event,” Lord Skarplöth added.
An initial agreement between ATG and Svensk Travsport was concluded in 2019 but did not include these races.
Maria Croon, CEO of Svensk Travsport, said it was very gratifying to conclude such a wide-ranging expanded agreement with the sports betting operator.
“ATG is our largest partner and for us it is important that ATG continues to contribute to strengthening the experience on the trot track. The agreement covers several parts where ATG enters as a sponsor at several levels on different courses,” Croon added.
Jörgen Forsberg, CEO of the Solvalla racecourse, said this was an important agreement which would help to raise the status of the Elite race weekend.
“The Elite race is Sweden’s largest trotting party and therefore it is gratifying that Sweden’s largest gaming company is also a title sponsor,” Forsberg added.