Sweden’s AB Trav och Galopp (ATG) and Finnish equestrian association Suomen Hippos have formed a joint venture to offer sports betting, racing, and igaming in the Finnish gambling market. The JV will be split 50/50 between the two organizations, with profits distributed 40% to ATG and 60% to Suomen Hippos.

Finland is pushing for a liberalized online gambling market, with a reform bill expected to be approved in the summer of 2027. Private operators will be allowed to offer online betting and casino games, as well as horse racing, while Veikkaus will maintain its monopoly over lotteries and physical gaming machines.

The JV will reinvest up to 60% of its profits back into the racing industry in Finland, aiming to support and develop the sport. The move is seen as an important investment for ATG, as Finland’s gambling reforms will increase competition in the market and challenge Veikkaus’ monopoly, which has been experiencing a decline in profits due to illegal sites and offshore operators.