From the Year 2000 in Sweden

* Introducing casinos

* Introducing wagering on dog races

This will be new competition.

But one of our major assets in harness racing is our "so called ownership" of the total package of horse races.

Today we "own" all races in Sweden and can promote our sport without negotiating with other parts. This is of great value!

If we compare with our competitors who are offering wagering on soccer and ice hockey – they have to compete for all kinds of TV promotion of their sports. And this competition will become more and more expensive in the future.

Since the start of ATG in 1974:

• Putting up 2200 terminals for betting all over the country

• Promoted all kinds of off track betting, mostly through V75 every Saturday, and Daily Double, 365 days a year

• Presented harness racing through one of the national TV channels – programme produced by us

* until 1999

- every Wednesday – Solvalla V64

- every Saturday – V75 – circulating!

* from 2000

- includes Sunday with a harness racing programme promoting us-V5, Daily Double and where possible international races

These combined efforts have, of course, resulted in a great interest for harness racing by watching TV and using the off-track terminals.

Result: Declining attendance at the tracks.

As you noticed from 2.8 – 2.3 million/year, the Swedish Trotting Association has as a consequence created a marketing company with the following background:

1.     The people who represented the Swedish Trotting Association in administration and as Board of Directors are appointed by our knowledge of harness racing or special administration knowledge.

To combine this mission with a great knowledge in marketing and promoting new ideas is not a good combination. Therefore we separated these functions – but control them!!

2.     Our tradition: many tracks all over Sweden – no track has been closed ever. We have a tradition of considering trotting as a sport, therefore we need excitement on the tracks.

Consequence: Find a marketing programme to stimulate people to visit the tracks. This was the start of creating a special marketing and development company.

In 1999 the Swedish Trotting Association formed a developing company 100% owned by STA. We have linked our ownership of our trotting magazine and photo company to this company:

• 4 employees – using existing experts within and outside the sport as a base of consultants

• a Board of Directors with special market knowledge with trotting people

• paid by the tracks and by ATG (Budget: 1.5 millions USD/year)

• expected to raise own incomes from Year 2000 by introducing new sponsor concepts, etc.

3. Special Missions

-     Create a loyalty programme for track visitors
-     Market research in order to provide better services on the tracks
-     Stimulate existing and new horse owners
-     Create a programme for interactive information
-     Education in marketing and events
-     All kinds of other incentives!