The deregulation of the Swedish betting market has created havoc in the media landscape with some 80+ off shore companies fighting for attention. It’s aggressive and loud. But ATG who has been around since 1974 is different. Its deeper purpose is not quick profits for private shareholders but to secure the vast horse industry in Sweden with its surplus long term. Therefore ATG choses a more low-key approach signalling trustworthiness and good values. This is the second TVC under the new brand concept “Expect more”, dramatizing the companies long tradition of sponsoring Swedish athletes from all sports. And yes, it’s the legendary hockey forward Peter Forsberg you see.

The first TVC launched the news that ATG from this year takes a giant leap from offering only horse betting to more than 65 different sports to bet on.