Jägersro Travbana

What Jägersro Travbana does

Jägersro Travbana is Sweden's oldest stationary horse racing track, founded in 1907 and located in Malmö. It is operated by Skånska Travsällskapet, a private membership association, and runs a year-round calendar of trotting races along with associated entertainment and hospitality. The venue serves a fragmented base of race-day visitors, horse owners, trainers, amateur drivers, corporate clients, and betting participants.

The business monetizes across multiple streams. Admissions are structured around race-card value (free entry on V5/V64/V65/V86 and lunch race days), with paid experiences such as the 149 SEK lunch buffet and the 199 SEK Travturen package. Food and beverage is delivered through a partnership with Pembert & Company, while betting revenue is routed via the national operator ATG and supplemented by syndicate betting (andelsspel) from 10 SEK. Corporate revenue is anchored by the Revenue Club membership and event products such as Femkampen, with individual memberships priced at 800 SEK per year (100 SEK for youth).

The underlying asset base is being reshaped through two parallel real estate moves: the redevelopment of the venue into Nya Jägersro Travarena across 60 hectares with a 1,400-meter track, and the divestment of approximately 40 hectares for development of around 4,000 housing units. Title sponsorship of the Svenskt Travderby has been secured from Bro Byggnads AB and Readly Express for the 2028–2030 editions (announced 2026-06-18), locking in flagship-event revenue visibility during the redevelopment cycle. Operating headcount is reported at 1–10 employees, indicating that most venue functions are run by partners or the membership association rather than direct staff.

Name

Jägersro Travbana

Legal name

Skånska Travsällskapet

Website

https://jagersro.se

Company type

Private

Founded year

1907

Operating status

Operating

Headcount range

1–10 employees

Short description

Jägersro Travbana is Sweden's oldest stationary horse racing track, founded in 1907 in Malmö and operated by Skånska Travsällskapet. It runs year-round trotting events, F&B via Pembert & Company, ATG-distributed betting, and corporate hospitality, while redeveloping the site into Nya Jägersro Travarena.

Ownership category

akta.pro rank

Product category

Horse Racing Entertainment & Hospitality Venue

NAICS

Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Racetrack & Race Meeting Operations (MPAEADAA)

akta.pro secondary industries

Racecourse Hospitality, Sponsorship & On-Track Experiences (MPAEADAM), Racehorse Ownership, Syndication & Investment Platforms (MPAEADAG)

Keywords

• Horse racing venue
• Trotting events
• Racing hospitality
• Corporate entertainment
• Sports betting services

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Others

Revenue model

1. Racing event tickets and admissions: Revenue from ticket sales for racing events. V5/V64/V65/V86/lunch days have free entrance but require tickets. Other events have varying ticket prices. Premium seating available in restaurant with pre-booking discounts.
2. Food and beverage: Restaurants and bars operated by Pembert & Company. Includes restaurant, pub, Bistro Upploppet, and Restaurangbaren. Revenue from dining during events.
3. Betting/gaming: Betting services provided through ATG (AB Trav och Galopp). Jägersro earns revenue from hosting betting-eligible races. Game hosts (spelvärdar) assist visitors with digital betting.
4. Corporate events and experiences: Revenue from corporate events, conferences, team-building experiences (Travturen, Femkampen), and horse ownership shares. Includes Revenue Club membership.
5. Andelsspel (syndicate betting): Co-betting systems for V64, V86, GS75 and V75 where customers buy shares in expert betting systems from 10 SEK upwards.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Jägersro Travbana is Sweden's oldest stationary horse racing track (founded 1907), hosting regular trotting race days and major stordagar such as Hugo Åbergs Memorial, Svenskt Travderby, and Müllers Memorial. The venue delivers live racing entertainment paired with on-site food and beverage, ATG betting services, syndicate betting (andelsspel), corporate hospitality packages (Revenue Club, Travturen, Femkampen), and a horse racing school (Jägersro Travskola). A major redevelopment project, Nya Jägersro Travarena, is underway to build a 1,400-meter modern trotting arena on a 60-hectare site.

Product overview

Jägersro Travbana is Sweden's oldest stationary horse racing venue (founded 1907), offering a comprehensive portfolio of horse racing events, entertainment experiences, and hospitality services. The core offering centers on trotting (trav) race events ranging from regular race days to major stakes races including Hugo Åbergs Memorial, Svenskt Travderby, and Müllers Memorial. Supporting services include ATG betting via the ATG app, free race tips, and pool betting (andelsspel) for various game formats. Hospitality offerings include the main restaurant, pub, bistro, and bar operated by Pembert & Company, along with group experiences such as Travturen (evening package), Femkampen (corporate pentathlon), and tandem driving experiences. The venue also offers corporate membership programs (Revenue Club), horse co-ownership opportunities (andelshästar), and a horse racing school (Jägersro Travskola). A major redevelopment project (Nya Jägersro Travarena) is underway to create Europe's most modern trotting arena.

Differentiator

Problem solved

Functional benefit

Brands

• Pembert & Company: The catering company that operates Jägersro's restaurants and food establishments including the main restaurant, pub, bistro, and bar.

Products and services

• Jägersro Travskola (Horse Racing School) Horse racing school offering courses for youth and adults, including day camps for learning to drive trotters on the race track.
• Tandemkörning (Try Driving a Horse) Tandem driving experience where participants ride behind a trotting horse in a tandem cart on the race track with an instructor.
• Femkampen (Corporate Pentathlon) Corporate five-competition event followed by dinner and horse racing with a dedicated game host.
• Travturen (Evening Racing Experience)

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Bro Byggnads AB / Readly ExpresscoreGTM or Marketing Partner · 18 June 2026Three-year title sponsorship agreement for Svenskt Travderby starting 2028. From 2028, Sweden's largest race for four-year-old horses will be called 'Readly Express - Svenskt Travderby'.
• Pembert & CompanycoreGTM or Marketing PartnerPembert & Company operates all food and beverage outlets at Jägersro, including the restaurant, pub, Bistro Upploppet, and Restaurangbaren. The partnership ensures professional hospitality services that complement the racing experience.
• Best Western Malmö Arena HotelminorGTM or Marketing PartnerOfficial hotel partner located approximately 6 km from Jägersro. Provides accommodation recommendations for visitors traveling from outside Malmö.
• ATG (AB Trav och Galopp)coreGTM or Marketing PartnerATG provides the betting platform and infrastructure for wagering on Jägersro races. Game hosts representing both Skånska Travsällskapet and ATG assist visitors with digital betting. Joint marketing through ATG channels.
• MecenatminorGTM or Marketing PartnerDiscount partnership offering Mecenat card holders reduced prices at Jägersro events. Customer loyalty/rabat program.
• Sweden Timber ABcoreGTM or Marketing PartnerMain sponsor (huvudsponsor) of Jägersro. Logo featured prominently on site as primary sponsor.
• TravstuganminorGTM or Marketing PartnerPartnership for horse racing tips and betting guidance. Travstugan provides free tips to all racing formats, teaches betting strategies, and allows backing their expert tipsters.
• Revenue Club corporate partnerscoreGTM or Marketing PartnerCorporate members of Revenue Club include Alfred J, BTA, CL Trading, Entreprenad Stallningar, Falkbolagen, ICA Supermarket Kävlinge, Infralogistic, Malmö LBC, Stalli Silvio, and TASS. Premium VIP hospitality and networking.
• Travskolan (Jägersro Horse School)minorGTM or Marketing PartnerHorse school programs operated through travskola.se. Provides driving lessons, day camps, and horse experiences. Bookings through separate platform.

Scale indicators6 records

Recent moves9 records

Expansion highlights4 records

Direct peers

• Bergsåker: Bergsåker in Sundsvall is a Swedish trotting track operating regular race days, F&B, and ATG-brokered betting — directly comparable to Jägersro's full-stack venue model.
• Åbytravet: Åbytravet in Mölndal/Gothenburg is another major Swedish trotting track hosting top-tier events and operating under the same ATG/ATG-driven model. Comparable in event calendar, F&B partnerships, and stordagar format.
• Solvalla: Solänget-Årjäng-based Solvalla is Sweden's most prominent trotting track and home of Elitloppet. It is the closest direct competitor to Jägersro in Swedish harness racing, sharing the same betting, sponsorship, and major-stakes ecosystem.
• Halmstadtravet: Halmstadtravet is a Swedish regional trotting track with similar racing, dining, and betting offerings to Jägersro's regular race-day model. Comparable mid-tier Swedish track with on-site hospitality.

Others

• Svensk Travsport: The Swedish Trotting Association is the national governing body that sets racing rules, licensing, and the overall event calendar in which Jägersro operates. Comparable to a league/industry-body relationship rather than a direct peer.
• ATG (AB Trav och Galopp): ATG is Jägersro's core betting and ecosystem partner and the Swedish monopoly operator for horse-race betting. It is adjacent/enabling rather than a competitor, but is the single most important commercial counterpart to the venue.
• Pembert & Company: Pembert & Company is Jägersro's contracted hospitality operator running all on-site F&B. It is an enabling partner/vendor whose performance directly affects the venue's food and beverage revenue and customer experience.

Broad incumbents

• Vincennes (ParisLongchamp / Hippodrome de Paris-Vincennes): Vincennes is the leading French trotting venue and part of France Galop/PMU ecosystem. As a larger, established international trotting track, it is a broad incumbent analog demonstrating the scale of the European trotting format Jägersro is targeting with its new arena.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/jagersrotv
• Facebookfacebook.com/jagersrotrav
• Instagraminstagram.com/jagersrotrav

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jägersro Travbana