ATG and Swedish Biathlon Federation Renew Partnership Through 2030 with New Initiatives

The Swedish Horse Racing Totalisator Board (ATG) has extended its partnership with the Swedish Biathlon Federation (Svenska Skidskytteförbundet) for another four years, securing its role as the main sponsor and presenting partner until 2030. This ongoing collaboration, which began in 2018, aims to enhance the appeal of biathlon and expand its fan engagement in Sweden.

Key initiatives under the renewed agreement focus on digitizing and innovating fan experiences. One notable project is the upcoming program "Expedition Skidskytte," hosted by Ricard Norman, which will provide behind-the-scenes insights as he supports the national team's preparations for the upcoming season. The program will be accessible on both ATG's and the federation's YouTube channels starting this fall.

Johanna Åberg, ATG's marketing manager, praised the partnership, noting the sport's unique excitement and the federation's clear vision to grow biathlon's popularity. Rikard Grip, the federation's secretary general, emphasized the importance of having strong and strategic partners like ATG to realize their vision of making Sweden a world leader in biathlon. He highlighted that this collaboration not only brings stability but also opens up opportunities to develop the sport further and increase fan interest.

The partnership builds on earlier successful initiatives such as "Mitt liv som skidskytt," which connected fans closer with athletes. With these efforts, both organizations are committed to sustaining biathlon's growth and fostering a deeper connection between the sport and its enthusiasts in Sweden.