ATG and Swedish Biathlon Association Extend Their Partnership

ATG and the Swedish Biathlon Association extend their collaboration through a new four-year agreement where ATG continues as main sponsor and presenting partner. During the autumn, the collaboration will be further developed through the new programme format Expedition Biathlon.

“Biathlon is a sport that many Swedes have taken to their hearts, largely thanks to the fact that the sport both offers a unique excitement and places unique demands on its participants. The fact that the Swedish Biathlon Association has a clear vision for how the sport and the experience around it should continue to develop makes it very inspiring to continue our collaboration,” said Johanna Åberg, Marketing Manager at ATG.

The partnership between ATG and the Swedish Biathlon Association began in 2018 and has since developed with a focus on strengthening the attractiveness of the sport and allowing more people to get closer to the people behind the results. Joint productions and digital initiatives, such as My Life as a Biathlete, have contributed to reaching new target groups and strengthening engagement with Swedish biathlon.

The new agreement means that ATG will continue as the main sponsor until 2030. At the same time, the collaboration will be further developed through new joint initiatives. The next step is the launch of the new program format Expedition Biathlon, where ATG is the presenting partner. In Expedition Biathlon, viewers will follow the programme host Ricard Norman as he embarks on a journey to take the pulse of competition venues and prepare the national team for the upcoming season. The programme will be published on both parties’ YouTube channels during the autumn.

“In order for us to achieve our vision, we need strong partners who believe in the long-term journey and want to develop together with us. ATG has been with us since 2018 and our collaboration has constantly grown and taken new forms. This gives us both security and new opportunities to create better conditions for Swedish biathlon and build even greater interest and commitment to the sport. Therefore, we are very happy to continue the journey together for another four years,” said Rikard Grip, Secretary General of the Swedish Biathlon Association.