TLDR
- BetMakers Technology Group signed a new distribution deal with ATG, Sweden’s national horse racing wagering operator.
- The deal brings ATG’s nominated Swedish and Danish horse racing to betting operators in Australia and New Zealand.
- ATG’s live vision signal is included, giving operators access to race footage along with betting data.
- BetMakers COO Martin Tripp called the partnership one the company has wanted for a long time.
- ATG international business officer Peter Johansson said the deal helps ATG reach new customers abroad.
BetMakers Technology Group has signed a new content deal with ATG, Sweden’s national horse racing wagering operator. The agreement will bring Swedish and Danish horse racing to betting operators across Australia and New Zealand.
The deal was announced on July 8, 2026. It adds another source of international racing content to BetMakers’ existing lineup.
What the Deal Covers
Under the agreement, BetMakers will distribute ATG’s nominated Swedish and Danish horse racing for fixed-odds betting. This means operators in Australia and New Zealand can offer betting markets tied to these overseas races.
The deal also includes ATG’s live vision signal. That gives betting operators access to live race footage, not just data and odds.
This combination of live video and racing data is meant to give operators a fuller product. Betting companies often look for content that helps them stand out from competitors.
BetMakers said the agreement reflects demand from operators for racing products that are different from what is already available. The company framed the deal as part of its ongoing effort to grow its racing content library.
Comments From Both Companies
Martin Tripp, chief operating officer of BetMakers, said he is proud of the new partnership. He described ATG’s racing as among the best in the world.
Tripp said BetMakers is focused on getting the content live and available to operators quickly. He also said this is a partnership BetMakers has wanted for a long time.
Peter Johansson, international business officer at ATG, also commented on the deal. He said ATG is pleased to work further with BetMakers.
Johansson said the deal helps ATG reach more customers through its races and products. He added that ATG is glad to take its Swedish races abroad, especially to Australia and New Zealand.
Why This Matters for Operators
The deal gives betting operators in both countries another option for international racing content. Adding Swedish and Danish racing expands the variety available to bettors in these markets.
For BetMakers, the agreement builds on its existing role as a supplier of racing technology and content. The company has been working to grow its list of international racing partners.
For ATG, the deal offers a way to bring its home country’s racing product to new audiences overseas. Australia and New Zealand are both established markets for horse racing betting.
The partnership connects a Swedish wagering operator with betting companies on the other side of the world. It reflects how racing content providers continue to look for new distribution partners across regions.
BetMakers and ATG did not release financial details of the agreement. Both companies said the new racing content and live vision signal are expected to become available to operators in Australia and New Zealand as part of the rollout.
