Main Sponsor and Presenting Partner Renews Agreement for Four Years, Introducing New Digital Content Initiatives
ATG has signed a four-year extension with the Swedish Biathlon Association, securing its position as the organization’s main sponsor and presenting partner until 2030. The renewal builds upon a partnership that began in 2018, focusing on expanding the sport’s visibility and engagement through collaborative digital productions and joint initiatives.
Following past digital projects like My Life as a Biathlete, the renewed partnership will introduce a new programme format this autumn titled Expedition Biathlon. Hosted by Ricard Norman, the series will follow preparations for the upcoming season and explore competition venues, with ATG serving as the presenting partner.
Executive Insights
Johanna Åberg, Marketing Manager at ATG, commented on the renewal:
“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.”
Rikard Grip, Secretary General of the Swedish Biathlon Association, added:
“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. That is why we are very happy to continue the journey together for another four years.”
