Veikkaus-ATG dispute ends Finnish horse racing coverage in Sweden
A dispute between Nordic gaming companies ATG and Veikkaus has reportedly led to the breakdown of a long-standing contract for coverage of Finnish harness racing, meaning Swedish customers will no longer be able to bet on or watch Finnish races from April 1.
The failure to reach a new agreement has sparked a war of words between the two companies, with both blaming each other for the collapse of negotiations, according to a report by InterGame.
ATG criticises Veikkaus’ long-term demand
ATG’s Chief Corporate Communications Officer, Patrik Brissman, expressed disappointment over the decision, stating that ATG has been a loyal partner to Veikkaus for many years. He criticised Veikkaus for allegedly demanding an agreement extension until 2030, calling it an unreasonable expectation given the ongoing re-regulation of the Finnish gambling market.
“Considering that the Finnish gambling market is facing re-regulation, it is unreasonable for us to agree to such a long-term deal,” Brissman said. “We believe this is a questionable course of action—especially coming from a state-owned monopoly like Veikkaus—and one that could, both in the short and long term, undermine revenues for the horse industry and interest not only in Finnish trotting but in Nordic trotting as a whole.”
Brissman added that ATG hopes Veikkaus reconsiders its position so both companies can find a way to maintain interest in Nordic trotting.
Veikkaus on ATG’s decision
On the other hand, Jarkko Nordlund, Director of Veikkaus’ online casino and betting, claimed that ATG was the party that unexpectedly ended the contract negotiations. He stated that Veikkaus remains open to further discussions but is also preparing for a future where an agreement with ATG is not reached.
“ATG’s decision came as a surprise to us. Veikkaus is still willing to find a common solution in contract negotiations, but in this situation, we must also start preparing for a scenario where an agreement is not reached,” Nordlund said.
Nordlund stressed the importance of competition in horse betting, arguing that it is crucial for the sport’s growth. He indicated that if cooperation with ATG is not restored, Veikkaus would focus on investing in domestic horse racing venues to make them more attractive.
Future of Finnish trotting coverage
To compensate for the loss of exposure in Sweden, Veikkaus has announced plans to invest in large-scale TV productions for its TotoTV broadcasting platform. The company has also entered into a long-term cooperation with Suomen Hippos, Finland’s Trotting and Breeding Association, to enhance the sport’s appeal.
Veikkaus is optimistic that Finland’s anticipated transition to a multi-licensing system in 2026 or 2027 will introduce genuine competition in the horse betting industry. The company plans to provide further updates on contract negotiations and other measures in due course.
