In 2018, ATG established a partnership with the Biathlon Federation, laying the groundwork for an enduring collaboration. Now, this relationship is set to flourish for another four years, with the potential to extend further by an additional two years, as ATG expressed its intention to continue the alliance. This extended partnership signifies more than mere sponsorship; ATG is poised to become a “Presenting Partner,” signifying a deepening of their involvement with the Federation.
Johanna Åberg, Marketing Manager at ATG, expressed enthusiasm for this expanded collaboration: “Like trotting, biathlon is a popular sport, and it is very exciting to take our cooperation to the next level.”
Broadening Horizons
The extension of the partnership promises exciting new opportunities for ATG customers. Starting from the next season, they will be able to engage with biathlon in a novel way—through betting. This move reflects ATG’s commitment to expanding the reach of sports entertainment and enhancing fan engagement.
Enhanced Fan Experience
Rikard Grip, Secretary General of the Biathlon Federation, emphasized the importance of this extended collaboration in bringing fans closer to the action: “There is 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 have unprecedented access to behind-the-scenes content and exciting glimpses into our preparations.”
New Initiatives
As part of this renewed partnership, both parties will embark on an ambitious project aimed at making biathlon more accessible to Swedish enthusiasts. This initiative, scheduled to be unveiled this autumn, seeks to connect the sport with a broader audience and foster a deeper appreciation for biathlon in Sweden.
Looking Ahead
Johanna Åberg hinted at forthcoming projects that will appeal to both trotting and biathlon enthusiasts alike: “We have many exciting projects underway, which will benefit both trotting lovers and biathlon fans. We are entering an exciting phase of collaboration.”
With this extended partnership, ATG and the Biathlon Federation are poised to redefine the fan experience. By leveraging ATG’s resources and innovative approach, biathlon will not only gain more exposure but also offer fans a more immersive and engaging journey into the heart of this exhilarating sport. The future looks promising as these two entities join forces to elevate the profile of biathlon in Sweden and beyond.