BetMakers Adds ATG Racing Content for ANZ Operators

AB Trav och Galopp, Sweden’s national horse racing betting organisation, has appointed BetMakers Technology Group to distribute ATG’s live racing content and data across Australia and New Zealand. BetMakers announced the agreement on 6 July 2026. The deal covers selected Swedish and Danish racing for fixed-odds betting.

Under the deal, BetMakers will make ATG’s nominated Swedish and Danish horse racing available to wagering operators in Australia and New Zealand. The package also includes ATG’s live vision signal, which adds racing content for fixed-odds markets.

This arrangement expands BetMakers’ international racing content portfolio and gives ATG a route to extend Swedish racing distribution beyond its home market. BetMakers said the deal reflects operator demand for differentiated racing content.

Martin Tripp, Chief Operating Officer at BetMakers Technology Group, said the company aims to make ATG’s content live and available to operators across Australia and New Zealand quickly and reliably.

In a separate comment, Petter Johansson, International Business Officer at ATG, said BetMakers helps the Swedish operator reach more customers through its products and races. He added that the partnership allows ATG to take Swedish races abroad, primarily to Australia and New Zealand.

💡TGJ Take

This deal gives Australian and New Zealand operators more racing inventory without the need to build direct rights relationships in Sweden or Denmark. For BetMakers, the value sits in a stronger role as a content distributor, not just a technology supplier. ATG gets export reach for Swedish racing, while operators in ANZ gain another product option for fixed-odds racing customers. The practical test will be how quickly BetMakers can turn the rights into usable markets for bookmakers.