Sweden’s state-owned horse racing operator ATG has agreed a cooperation deal with Paddy Power Betfair’s TVG to allow American customers to bet on Swedish horse races.
Beginning this week, 45m American households will be able to bet on ATG’s products through TVG’s horse racing TV network, which offers up to 15 hours of horse racing daily.
"This is a unique possibility for ATG to reach out to horse racing bettors in USA and will also be a great way of showcasing the great sport we have here in Sweden," said ATG head of international sales Lars Nemeth.
"TVG is a strong trademark on the American market and they broadcast around 50,000 races a year from around the world. The main intention with this cooperation agreement is of course to create revenue for both parts but like I said, I also see it as a unique possibility to showcase Swedish horse racing."
TVG customers will be able to place a range of bets, including Win, Place, Show, Exacta, Trifecta and Daily Double, as part of ATG's Swedish pool.
"Swedish Trotting, Swedish Gallop and ATG will be able to deliver world class products, therefor it's fantastic to be able to offer our viewers both broadcasts and betting from Sweden,” said Stephen Kennelly, TVG FanDuel Group US vice president of product and exchange.
“Business wise and also editorial we're emphasising on the best races Wednesday through Sunday. In our regular broadcasts we will have lots of live updates and latest news about the races and in cooperation with Kanal 75 show stories about both the sport of trotting and gallop in Sweden.”
In line with all of ATG’s partner agreements, TVG said that the deal did not allow rakebacks, where bettors receive discounts based on how much they bet.
"Both us and ATG are interested in creating a sustainable long term deal,” continued Kennelly. “TVG has basically the same broad spectrum of customers as ATG, we focus on incentivizing and gaining new and existing business by providing access to high quality content and service, not through high volume rebates to a limited audience."