ATG Extends Partnership with Swedish Biathlon Association Until 2030

The Swedish gambling landscape is witnessing significant continuity in sports sponsorship as Aktiebolaget Trav och Galopp, commonly known as ATG, has officially announced the extension of its collaboration with the Swedish Biathlon Association. This decision solidifies the betting operator's position as a central player in Nordic winter sports, continuing a success story that first began in 2018.

The new agreement features a four-year extension, ensuring that ATG will remain the main sponsor and presenting partner until 2030. Such long-term commitments are rare in the fast-paced world of sports betting and underscore the mutual trust between both organizations. The timing is particularly notable as ATG intends to integrate biathlon more deeply into its portfolio of betting markets starting next season, further increasing the commercial relevance of the deal.

Numbers and facts

The cooperation between ATG and the association has already spanned six years. With the newly signed four-year extension, the partnership will cover a total of at least twelve years by the 2030 target date. A core element of the renewed agreement is the production of digital content. In autumn 2026, the new format Expedition Biathlon will launch, hosted by Ricard Norman. This series follows previous successful projects like My Life as a Biathlete and is designed to showcase the national team's preparations and various competition venues.

Johanna Åberg, Marketing Manager at ATG, sees immense potential for the brand in this sport. She emphasized the emotional connection Swedish fans have with biathlon, which stands out due to its mix of physical endurance and precision at the shooting range. The association itself gains significant planning security from the deal, which is a highly valued asset in times of fluctuating sponsorship revenues.

„Biathlon is a sport that many Swedes have taken to their hearts, largely thanks to the fact that the sport both offers a unique excitement and places unique demands on its participants. The fact that the Swedish Biathlon Association has a clear vision for how the sport and the experience around it should continue to develop makes it very inspiring to continue our collaboration.“ - Johanna Åberg, Marketing Manager at ATG

Background

ATG is historically rooted in horse racing but has evolved in recent years into a comprehensive gambling provider. Expanding into sports like biathlon is part of a diversification strategy to reach new target groups beyond the trotting tracks. For the Swedish Biathlon Association, the extension means more than just financial security, according to Secretary General Rikard Grip. It offers the chance to increase athlete visibility through professional media productions. Fans have shown great curiosity in getting to know the stars of the scene more privately and away from the tracks.

„ATG has been with us since 2018 and our collaboration has constantly grown and taken new forms. This gives us both security and new opportunities to create better conditions for Swedish biathlon and build even greater interest and commitment to the sport.“ - Rikard Grip, Secretary General of the Swedish Biathlon Association

Interestingly, this announcement comes at a time when ATG is also experimenting internally. It was recently revealed that the operator is temporarily shifting away from its policy of not offering bonuses during September. This indicates that the company is actively seeking ways to maintain its market position in a highly competitive environment.

Why it matters for German players

For German sports betting fans, this news has primarily indirect significance. While ATG is mainly active in the Swedish market, the professionalization of biathlon betting often sets standards that German bookmakers follow. In Germany, betting on winter sports is strictly regulated by the Interstate Treaty on Gambling 2021. Anyone wishing to bet on biathlon events in Germany must ensure the provider is on the whitelist of the Joint Gambling Authority of the States (GGL). Only these providers guarantee compliance with the monthly deposit limit of 1,000 euros via the LUGAS system and protection through the OASIS exclusion database. The sponsorship discussed by ATG shows that winter sports are gaining global importance as a betting market, which could lead to more diverse betting options at legal German providers in the long run.

What it means for GGL-licensed casinos

German casinos and betting providers with a GGL license closely monitor such international partnerships to identify customer loyalty trends. Linking exclusive content like Expedition Biathlon with a betting platform is a model that could also be attractive for the German market to stand out from black market operators within the legal framework. While MGA or Curacao providers often lure players with illegally high bonuses, licensed companies increasingly rely on reputation and genuine sports engagement. The ATG cooperation underscores that long-term sponsorship is a key to brand building that goes far beyond simple banner advertising. However, German providers must ensure that such marketing measures do not violate the strict advertising guidelines of the GlüStV 2021, which require a clear separation between sports reporting and gambling advertisements.