SBC News Voice of the Sports Betting Industry
AB Trav och Galopp (ATG), Swedish horseracing’s totalisator board, has reorganised its senior management ranks in preparation for Finland relaunching its gambling market in 2027.
As announced, Mikael Bäcke, the current CEO of ATG Denmark, will take on the role of inaugural CEO of Hippos ATG OY, the racing body’s new Finnish joint venture with national trotting authority Suomen Hippos.
The Hippos ATG joint venture was announced in June 2024, in anticipation of Finland transitioning to a licence-based gambling regime, with Hippos ATG OY targeting a January 2027 launch of a new operator offering horse racing, sports betting, and online casino products.
“We are very pleased that Mikael Bäcke will take on the role of CEO for the new company in Finland,” said ATG CEO Hans Lord Skarplöth. “He brings extensive knowledge of the Nordic gambling market, and this is a strategic opportunity aligned with Finland’s upcoming reforms.”
In Denmark, Bäcke will be succeeded by current COO Henrik Friis Pedersen. ATG Denmark operates under the Bet25 brand offering horse racing, sports betting, and casino services, with its headquarters in Aarhus.
Friis Pedersen said he was “proud and grateful” to take over the Danish leadership, adding: “I look forward to building on the strong foundation that has been laid and continuing our positive momentum alongside our talented staff and partners.”
Hippos ATG OY marks ATG’s first formal entry into the Finnish market, which is currently dominated by the state-owned monopoly Veikkaus. The company’s launch in 2027 is expected to coincide with the market’s liberalisation and the introduction of new commercial licences.
“This is an exciting and forward-looking investment for ATG and Nordic trotting,” Bäcke said. “Together with Suomen Hippos, we’re building a new and competitive gambling company that will benefit both customers and the sport.”
ATG’s expansion comes as part of a broader Nordic strategy to compete more aggressively in liberalising markets while leveraging its strong presence in horse racing.
