A significant rift has emerged between Nordic gaming giants ATG and Veikkaus concerning the renewal of a contract for harness racing coverage. This disagreement will lead to Swedish consumers being unable to place bets or watch Finnish races starting from April 1. The breakdown in negotiations has left both parties pointing fingers at each other regarding responsibility.

Representatives from both organizations have expressed their dissatisfaction with the current situation. Mikael Bäcke, CEO of Bet25 in Denmark and overseeing ATG's Finnish operations, voiced his astonishment at the outcome. According to him, Veikkaus terminated an existing agreement that provided ATG access to audio, video rights, and data from Finnish trotting events. Conversely, Jarkko Nordlund, director of Veikkaus’ online casino and betting division, stated that ATG’s decision to halt negotiations was unexpected. Despite this setback, Veikkaus remains open to reaching a mutual agreement while preparing for the possibility of no resolution.

Looking forward, Veikkaus emphasizes the necessity of fostering genuine competition within the horse betting industry to enhance its growth potential. To bolster domestic interest, the company plans to invest further in local horse racing venues and improve their appeal through enhanced measures. Recently, Veikkaus committed to extensive TV productions on its TotoTV platform to elevate the visibility of Finnish trotting events. In collaboration with Suomen Hippos, Finland’s Trotting and Breeding Association, they aim to make the sport more attractive over the long term. Veikkaus anticipates that the impending multi-licensing gambling system in Finland, set for either 2026 or 2027, could introduce much-needed competition into the market.

Healthy competition drives innovation and progress in any industry. As these two major players navigate their differences, it is essential to recognize that collaboration often yields greater benefits than conflict. By focusing on enhancing the attractiveness and accessibility of harness racing, both companies can contribute positively to the sport's future prosperity. The upcoming years may present new opportunities for negotiation and cooperation, ensuring that enthusiasts across borders continue enjoying high-quality racing experiences.