TR Media

What TR Media does

TR Media AB is a privately held Swedish media company wholly owned by Svensk Travsport, the national governing body for Swedish trotting (harness racing). Founded in 1932 as the Travronden newspaper, it has evolved into a multi-brand digital media platform serving the Swedish horse-racing enthusiast base of over 600,000 monthly users across nine complementary brands: Travronden (journalism), Spelvärde (tipping subscriptions), Jokersystemet (betting-system reduction tooling), Travfakta (horse/driver/trainer database), Köpandel (group betting shares), Överodds, Storavinster, Travögat (video tips), and TR Auktion (Nordic horse auction marketplace).

The company's core technology stack consists of self-serve web platforms and native mobile apps (iOS/Android) for subscription distribution, a proprietary data asset in Travfakta, and TR Studio — a greenscreen video production facility in Bromma, Stockholm. Revenue is generated through five distinct streams: recurring digital subscriptions across the brand portfolio, direct-sold advertising reaching the 600,000-strong horse-racing audience, fixed-fee TR Studio production services (28,000-37,500 SEK per project for corporate films and digital meetings), TR Event management for Swedish trotting events (notably Svensk Travsport's STL Sommartrav across 22 tracks), and transaction commissions from TR Auktion horse sales.

TR Media serves three primary customer segments: Swedish horse-racing enthusiasts/bettors consuming journalism and analytics (the dominant B2C base), B2B/corporate clients commissioning TR Studio production work, and advertisers seeking access to the captive horse-racing audience. The company also operates Jokersystemet AS, a wholly-owned Norwegian subsidiary extending the Jokersystemet brand across the Nordic region. Headquartered in Bromma, Sweden, with CEO Daniel Livensjö, TR Media's stated strategic mission — inherited from its parent — is to grow interest in Swedish trotting, address the declining trend in horse ownership, and convert passive fans into active owners and bettors through ecosystem initiatives such as Kallsvenskan, Avelspodden, and the Olle Goops Minnesfond charitable program.

Name

TR Media

Legal name

TR Media AB

Website

https://trmedia.se

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Sundbyberg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Subscription / Recurring (Digital Brands): Core revenue from digital subscriptions across brands: Travronden, Spelvärde, Jokersystemet, Travfakta, Köpandel, Överodds, Storavinster, Travögat. Monthly/annual subscriptions with self-serve onboarding. Also includes print newspaper subscriptions (Travronden).
2. Advertising Sales: Traditional print advertising, digital campaigns, social media ads, takeovers, and native content solutions sold directly to advertisers. TR Media reaches over 600,000 horse-racing-interested Swedes monthly, making it attractive for advertisers targeting this demographic.
3. TR Studio Production Services: Revenue from video production services including corporate films (37,500 SEK), digital meetings (28,000 SEK), live broadcasts, and event coverage for external clients. Studio serves both internal needs and external commercial clients.
4. TR Event: Event management and sponsorship management for Swedish horse racing events, including STL Sommartrav project management on behalf of Svensk Travsport.
5. TR Auktion (Horse Auction Platform): Nordic digital marketplace for horse auctions. Revenue from buying/selling commissions on horse transactions. Five percent of commission revenue is donated to horse racing organizations. Swedish sellers, Nordic buyers.
6. Corporate / B2B Services (Travera): Travera brand offers advertising and travel-related services for corporate clients in the horse racing industry.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

TR Media operates a portfolio of digital media brands serving the Swedish harness racing (trotting) community. The core offering consists of editorial journalism (Travronden), betting information and analysis tools (Spelvärde, Jokersystemet, Travfakta, Köpandel, Överodds, Storavinster, Travögat), a Nordic horse auction marketplace (TR Auktion), a video production studio (TR Studio), event management services (TR Event), and advertising sales (Travera). The company is wholly owned by Svensk Travsport, the Swedish harness racing governing body.

Product overview

TR Media is a media company operating a multi-brand portfolio focused on Swedish harness racing (trotting). The offering is structured as a platform-plus-modules architecture built around the core journalism brand Travronden (active since 1932), which is complemented by specialized betting information and analysis products — Spelvärde (subscription tipping), Jokersystemet (betting system reduction tool), Travfakta (statistical database), and Travronden Spel (integrated betting content) — and social/co-investment platforms Köpandel, Överodds, Storavinster, and Travögat. Supporting service modules include TR Auktion (horse auctions), TR Studio (video production), TR Event (event management), Travera (advertising sales), and the Travronden native mobile app. All brands are united by TR Media's mission to expand the harness racing audience and support the Swedish harness racing ecosystem, with the company owned by Svensk Travsport.

Differentiator

Problem solved

Functional benefit

Brands

• Travronden: Leading Nordic harness racing journalism and betting media brand. Covers the sport from the inside with news, interviews, analysis, and expert betting tips. Available as a newspaper, website, and mobile app.
• Spelvärde
• Jokersystemet
• Köpandel
• Travfakta
• Överodds
• Storavinster
• Travögat
• Travera
• TR Studio
• TR Event
• TR Auktion
• TR Dev
• TR Spel

Products and services

• Travronden The leading Nordic harness racing news outlet and magazine covering the sport in depth. Offers both print and digital editions, delivering reporting, interviews, statistics, and betting analysis from Swedish race tracks. Reaches over 600,000 harness racing enthusiasts monthly across platforms.
• Travronden Spel Betting information and tips platform providing analysis, expert picks, interviews, and race previews for all major betting formats on Swedish harness racing. Integrated into the Travronden App.
• Spelvärde Betting tips subscription service featuring Sweden's top tipsters and harness racing analysts. Offers subscription-based access to expert picks and analyses across ATG and Svenska Spel betting formats.
• Jokersystemet The most comprehensive reduction tool on the market for reducing harness racing and sports betting tickets. Enables users to build, reduce, and optimize complex betting systems with collaborative features for group play. Available in both Swedish (jokersystemet.se) and Norwegian (jokersystemet.no) markets.
• Travfakta Professional database tool for analyzing harness races. Contains exhaustive information on all horses, drivers, trainers, tracks, and betting formats for deep statistical analysis and race preparation.
• Köpandel Share-based betting platform allowing users to follow Sweden's top tipsters by purchasing shares in their betting pools across ATG and Svenska Spel betting formats.
• Överodds Betting tips platform featuring thorough analyses and Sweden's most detailed Stryktipset (sports betting) materials, with expert commentary and recommendations.
• Storavinster Betting strategy platform focused on playing with statistical support, offering analysis and system recommendations for harness racing enthusiasts.
• Travögat Quickest path to correct picks. Unique video-format tips from one of Sweden's best harness racing bettors, delivered in short video clips.
• TR Auktion Nordic digital auction platform for horses, enabling Swedish sellers to list and Nordic buyers (Norway, Finland, Denmark) to purchase horses, shares, ponies, broodmares, and young horses. Five percent of commissions fund harness racing organizations.
• TR Studio Full-service video production studio with a greenscreen facility. Offers photo, film production, live broadcasts, corporate videos, and digital meetings. Also produces content for external clients such as Djurgården IF and ATG charity auctions.
• TR Event Event management services for harness racing events. Manages logistics, staffing, and execution of large-scale harness racing events. First major project was STL Sommartrav with events at 22 tracks.
• Travera Advertising sales and media services for reaching TR Media's audience of over 600,000 harness racing enthusiasts. Offers traditional print advertising, digital campaigns, social media, takeovers, and native solutions.
• Travronden App Native mobile application (iOS and Android) consolidating all Travronden journalism, news, betting tips, race coverage, and live results into a single mobile platform. Push notifications and monitoring features available.
• Avelspodden (Breeding Podcast) Audio podcast covering horse breeding topics in Swedish harness racing (trotting). Available on Spotify and Apple Podcasts.

Quantifiable outcome

• Over 600,000 horse-racing-interested Swedish users reached monthly
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Kallsvenskan / SleipnercoreStrategic or Co-development PartnerTR Media is a supporting partner of Kallsvenskan, a horse ownership project for cold-blooded trotters organized by Sleipner. TR Media provides marketing support through Travronden's advertising space, helping recruit new horse owners. Over 3,000 people participate in Kallsvenskan.
• HalmstadtravetminorStrategic or Co-development PartnerTR Media and Svensk Travsport jointly launched a sustainability initiative supporting Halmstadtravet's purchase of a new manure collector — a concrete tool for cleaner paddocks, reduced parasite pressure, and lower climate impact.
• Menhammar StutericoreStrategic or Co-development PartnerTR Media and Menhammar Stuteri co-created the MenhammarOnlineSales auction platform, which transformed the digital horse auction landscape. TR Auktion was built leveraging this experience. They also collaborated on a charity auction for ATG's 50th anniversary at Gothenburg Horse Show.
• ATGcoreGTM or Marketing PartnerTR Studio was commissioned by ATG to produce a charity auction and live TV broadcast for ATG's 50th anniversary celebration at Gothenburg Horse Show in Scandinavium. Art from various artists was auctioned for charity.
• STL (Svensk Travsports Ligan)coreGTM or Marketing PartnerTR Event serves as the event partner for STL Sommartrav, managing logistics and staffing for 26 competition days across 22 tracks from June to August. TR Media also acts as main partner for Svenska Travligan (STL).
• Djurgården IFminorGTM or Marketing PartnerTR Studio produced Djurgården IF's digital member meeting (DIF Play) in December, a live stream from the studio at Bromma Blocks where club executives answered questions and presented selected parts of the organization.
• AjaBajaCancerminorGTM or Marketing PartnerTR Studio produced a series of video episodes for AjaBajaCancer, a charitable healthcare-related production, demonstrating TR Studio's ability to serve non-sports clients.
• Jokersystemet AScoreOthersNorwegian subsidiary with a shared database with TR Media AB. Jokersystemet AS operates jokersystemet.no and has a joint privacy responsibility with TR Media for the shared database. They also market Jokersystemet (the Norwegian version) via TR Media channels.
• Olle Goops Minnesfond (Björntaget)minorOthersTravronden/TR Media has supported Olle Goops Minnesfond since its inception, contributing financial aid and daily marketing exposure. The fund helps children and youth who cannot afford to experience horse racing. Travronden's editor-in-chief sits on the fund's board. Over 1 million SEK in donations have been raised.
• Travhästägarna (Horse Owner Association)minorStrategic or Co-development PartnerTravronden has entered a collaboration with the Travhästägarna association, providing free advertising space for the association to promote concepts that lower barriers to horse ownership and encourage more people to try being horse owners.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Timeform: UK horse-racing data, ratings and form-analysis subscription service. Comparable to Travfakta and Jokersystemet in providing proprietary analytical data products for serious bettors, validating the premium-data subscription model TR Media is built on.
• Svenska Spel: Swedish state-owned gambling operator offering harness racing bets (among other products). Svenska Spel is referenced across TR Media brands (Köpandel, Överodds) as a betting partner and adjacent media operator; competes for the same betting consumer attention in trotting.
• Daily Racing Form: Established US horse-racing media and data company offering news, past performances, and DRF Bets products. Same multi-product media + betting-info + data positioning as TR Media, in a larger North American market.
• Racing Post: UK horse-racing media brand offering subscription tipping, news, results and data products — a direct business-model analogue to Travronden and Spelvärde in a larger but similar vertical; useful proxy for monetisation strategy and international product benchmarking.

Others

• Equibase: US horse-racing data and analytics company — a JV between The Jockey Club and Breeders' Cup. Comparable to Travfakta as a comprehensive racing data provider; potential partnership/infrastructure reference for TR Media's data products.
• Menhammar Stuteri: Major Swedish horse breeder and partner that co-created the MenhammarOnlineSales auction platform with TR Media; an ecosystem participant and key commercial partner for TR Auktion rather than a direct competitor.
• Svensk Galopp: Governing body and media operator for Swedish flat racing. Adjacent horse-racing media peer that addresses a different racing discipline; useful reference for how a parallel governing body structures its media arm.

Direct peers

• ATG (AB Trav och Galopp): Swedish state-owned horse-racing betting operator and media publisher. ATG runs atg.se with race info, betting products, livestreams and editorial coverage directly competing with Travronden's journalism and tipping offerings; ATG is also a customer via TR Studio productions.

Regional players

• Fintoto: Finnish horse-racing betting operator. Identified in TR Auktion's Nordic expansion targets; comparable regional player in the same product category in a different national market.
• Norsk Rikstoto: Norwegian horse-racing betting operator and media publisher. Operates the equivalent of ATG for Norway; TR Media's Norwegian subsidiary Jokersystemet AS operates in this same market with shared databases, making Rikstoto a regional competitor for the Norwegian bettor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

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 TR Media