The board of AB Trav och Galopp (ATG) has elected Anna Romboli as new Chief Executive Officer (CEO) of Swedish horse racing totaliser and wagering firm.
A figurehead in Nordic gambling, Romboli joins ATG from state operator Svenska Spel, where she served a six-year tenure overseeing the commercial development of the TUR business unit, including the Triss and Eurojackpot lottery products.
Prior to Svenska Spel, Romboli held senior management positions at game developer NetEnt and innovation consultancy Veryday, building a reputation for driving product development, customer engagement and digital transformation initiatives.
Romboli takes charge following an extended succession process that began after former CEO Hasse Lord Skarplöth stepped down in 2025 after leading ATG for more than a decade. Since his departure, the company has been overseen on an interim basis by Jörgen Forsberg, who will remain in post until Romboli assumes the role in December.
Her appointment comes at a critical juncture for ATG. Despite maintaining its position as Sweden’s largest gambling operator, the company has struggled to generate meaningful growth from its core horseracing wagering products and stagnant totaliser.
As CEO, Romboli will be tasked with revitalising ATG’s financial performance and broadening the appeal of horse-race betting to mainstream audiences.
The new chief executive will also inherit a number of strategic and political challenges. ATG’s board has continued to lobby the Swedish government for a reduction in gambling taxes (remaining at 18%), arguing that current tax levels constrain the operator’s ability to reinvest in racing and limit the financial contributions made to Swedish horseracing and equine welfare.
Owned by Svensk Travsport and Svensk Galopp, ATG remains a cornerstone of funding for Sweden’s trotting and galloping sectors, with its commercial performance directly linked to the long-term sustainability of the country’s racing ecosystem.
Romboli to steer ATG’s Finnish entry
Beyond its domestic market, ATG is also pursuing international growth opportunities. A key initiative is its expansion into Finland through Hippos ATG, the joint venture established with Finnish racing body Suomen Hippos.
The venture is viewed as an important test of whether ATG can successfully export its racing and wagering expertise beyond Swedish borders and create new revenue streams for its racing stakeholders.
Commenting on her appointment, Romboli said: “I am very happy and proud to be entrusted with leading ATG. It is a company with a strong history, many committed employees and a special significance for the Swedish horse industry.
“I look forward to continuing to develop the offering to our 1.4 million customers together with the employees and building on what makes ATG unique.”
ATG Chairman Peter Norman said the board was confident that Romboli’s combination of commercial expertise, leadership experience and customer focus would help guide the company through its next phase of development.
“Anna has extensive experience in the gaming industry and has shown over many years that she can develop both businesses and people. She is a leader who combines business acumen with great commitment and customer focus,” Norman said.