Jarlsberg travbane AS

Name

Jarlsberg travbane AS

Legal name

Jarlsberg Arena AS

Website

https://jarlsberg-travbane.no

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Harness Racing Venue and Equestrian Sports Operations

NAICS

Racetracks (711212), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Racetrack & Race Meeting Operations (MPAEADAA)

akta.pro secondary industries

Training, Stables & Equine Services (MPAEADAI), Racecourse Hospitality, Sponsorship & On-Track Experiences (MPAEADAM)

Keywords

• Harness racing track
• Trotting events venue
• Equestrian training facility
• Norwegian horse racing
• Race day operations

Headquarters

HQ city

Sem (Tønsberg)

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Admission & Ticketing: Public admission to harness racing events. Doors open times and first race times are published. Some events are free entry while others have paid tickets sold through TicketCo.
2. Betting / Totalisator (Rikstoto): The track hosts V75, V65, Super Saturday and other totalisator race days where betting revenue flows through Norsk Rikstoto.
3. Food, Beverage & Hospitality: Stallcafé (horse arena side) and public-side cafeteria open 2 hours before first race. Food menu includes meals, hot dogs, coffee. Stall café adds eggs and bacon for lunch races. Catering services for special events (e.g., buffet for V75 nights at 150 kr).
4. Sponsorship & Naming Rights: Corporate sponsors underwrite specific races and events. Notable example: Renta AS sponsors the Ulf Thoresen Grand International (renamed 'Renta Ulf Thoresen Grand International'). Sponsors provide financial support in exchange for branding visibility at the event.
5. Training Facility Rentals: Income from horse trainers who are based at the track. Up to 100 horses can be stabled at the facility, with associated rental and service income. Additional revenue from equipment shop, farrier, and veterinary clinic operating on the stall premises.
6. Venue Rental & Filming: The facility is rented out for third-party uses, including film production (ban stengt for filming, April 2025). Revenue from non-racing uses of the venue.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Jarlsberg Arena operates a Norwegian harness racing venue founded in 1935, hosting 45-50 annual race days including V75, V65, and Super Saturday totalisator events, plus the flagship three-day Jarlsberg Grand Prix in July featuring the Group 1 Ulf Thoresen Grand International (UET Elite Circuit). The venue offers on-site horse stabling for up to 100 horses, routine training races, a Stallcafé, and co-located equestrian services (veterinary clinic, equipment shop, farrier).

Product overview

Jarlsberg Arena operates as a unified venue-plus-events platform for harness racing in Norway. The core offering is the Jarlsberg Arena race track (1000m, one of Norway's fastest with a world record), which hosts between 45-50 racing days annually including V75, V65, and Super Saturday events. The flagship product is the Jarlsberg Grand Prix held 3-5 July, featuring the Ulf Thoresen Grand International (UET Elite Circuit Stage). Supporting services include Myremoen Hestesportsenter (training facility), routine races, pony training, and on-site dining via Stallcafé. Adjacent services include Empet Hest veterinary clinic and Jarlsberg Hestesport equipment shop, all co-located in the Stallområdet area. The venue accommodates up to 100 horses in training with the same number of saddling boxes, plus a 600m straight track and training paths around the horse ring.

Differentiator

Problem solved

Functional benefit

Brands

• Myremoen Hestesportsenter: A new training facility located in Øvre Eiker, used for routine runs and active training with good training opportunities on the track and surrounding forest roads.
• Jarlsberg Grand Prix
• Empet Hest Jarlsberg

Products and services

• Jarlsberg Arena Harness Racing Venue
• Harness Racing Events (Travløp)
• Myremoen Hestesportsenter Training Facility
• Jarlsberg Grand Prix Flagship Event
• Routine Races (Rutineløp)
• Pony Training (Ponnitrening)

Quantifiable outcome

• One of the fastest harness racing tracks in Norway, with a world record on the 1000-meter course
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• Empet Hest (Veterinary Clinic)coreStrategic or Co-development Partner · 1 September 2025Empet Hest opened a modern horse veterinary clinic on the Jarlsberg Arena premises in September 2025, replacing the former Jarlsberg Hesteklinikk. The clinic provides surgery, diagnostic imaging, lameness evaluations, dental treatments, health examinations, and vaccinations. Empet Hest operates six clinics across Norway and is a significant on-site service partner for the equestrian community at Jarlsberg.
• Renta ASflagshipGTM or Marketing Partner · 30 June 2025Renta AS entered a sponsorship agreement to secure and develop the Ulf Thoresen Grand International, renaming it 'Renta Ulf Thoresen Grand International'. Renta is a Norwegian equipment/industrial supplier. The sponsorship positions Renta as the premier partner of one of Europe's most prestigious Group 1 UET Elite Circuit harness racing events. COO Morten Dahl expressed interest in further developing the event both nationally and internationally.
• FelleskjøpetminorGTM or Marketing PartnerFelleskjøpet (Norwegian agricultural and equine supplies co-operative) is listed as a partner/sponsor with logo placement on the Jarlsberg Arena website. Provides feed and equipment supplies to the equestrian community.
• Jarlsberg HestesportcoreStrategic or Co-development PartnerJarlsberg Hestesport is an on-site equipment and supplies retail store located in newly renovated premises at the stall area entrance. Opened September 2025 in new facilities alongside Empet Hest. Also took over distribution of the prestigious Silver Helmet award for drivers in Ulf Thoresen Grand International races.
• Champion (Felleskjøpet brand)minorGTM or Marketing PartnerChampion is a horse feed and equipment brand under Felleskjøpet, appearing as a logo partner on the Jarlsberg Arena website.
• Det Norske Travselskap (DNT)flagshipStrategic or Co-development PartnerDet Norske Travselskap (Norwegian Trotting Association) is the national governing body for Norwegian harness racing. DNT sanctions Jarlsberg's race calendar, supports the Jarlsberg Grand Prix as part of DNT's anniversary celebrations (150 years in 2025), and is involved in key governance decisions affecting the venue (e.g., Norsk Rikstoto–Norsk Tipping transition process). Jarlsberg Arena AS is part of the DNT ecosystem.
• Buskerud og Vestfold TravforbundcoreStrategic or Co-development PartnerThe regional harness racing association for Buskerud and Vestfold works with Jarlsberg Arena to organize races, local driving events, and talent development. The association's secretariat (forbundssekretær) is based at Jarlsberg.

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Leangen Travbane: Leangen is the harness racing track serving the Trondheim region of Norway, with a regional trainer base and a calendar of V75/routine races. Directly comparable as another Norwegian regional pari-mutuel track with similar event-day economics.
• Momarken Travbane: Momarken is a Norwegian harness racing track south of Oslo, hosting V65/V75 race days and routine races. Comparable as a domestic pari-mutuel racing venue of similar scale and operational model to Jarlsberg.
• Forus Travbane: Forus is a regional harness racing track in Stavanger on Norway's west coast, hosting regular V75 and routine races. Comparable to Jarlsberg as a Norwegian regional venue serving a defined local trainer base with a similar mix of racing days, hospitality, and on-site services.
• Bjerke Travbane: Bjerke is Norway's largest and most prestigious harness racing track, located in Oslo. It is directly comparable as a Norwegian pari-mutuel harness racing venue hosting elite Group races and is Jarlsberg's principal domestic competitor for top horses, sponsorship, and spectators.

Regional players

• Bergsåker Travbana: Bergsåker is a Swedish harness racing track in Sundsvall and a stop on Sweden's elite trotting circuit. Comparable as a Nordic harness racing venue with a similar Group-level race portfolio and on-site hospitality model.
• Solänget Travbana: Solänget is a Swedish harness racing track north of Stockholm. Comparable as a Nordic pari-mutuel harness racing venue with a similar racing calendar and trainer-base model, though operating in the Swedish market rather than Norway.

Broad incumbents

• Åby Travbana: Åby is one of Sweden's largest harness racing venues, hosting the prestigious Åby Stora Pris. Comparable as a Scandinavian harness racing venue of significantly larger scale, providing a benchmark for international event production and totalisator handle.

Others

• Det Norske Travselskap: DNT is the Norwegian governing body for harness racing, sanctioning race calendars and channeling funding to tracks including Jarlsberg. Comparable as the ecosystem partner that sets rules, allocates event rights, and underwrites venue operations.
• Norsk Rikstoto: Norsk Rikstoto is the national pari-mutuel betting operator that processes V75/V65 wagering on race days at Norwegian tracks including Jarlsberg. Comparable as the distribution and revenue-collection counterpart that monetizes the race-day product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/jarlsbergtravbane
• Instagraminstagram.com/jarlsberg_baneforhold
• LinkedInlinkedin.com/company/jarlsberg-travbane-as

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Jarlsberg travbane AS