Hippos ATG has appointed Pekka Kaidesoja as Head of Content as the company continues to build its leadership team ahead of its planned entry into the Finnish regulated gambling market in 2027.
The appointment comes as Hippos ATG prepares to launch a new betting and gaming offering covering horseracing, sports betting and online casino.
The company is jointly owned by Suomen Hippos ry and Sweden’s ATG (AB Trav och Galopp), with a stated focus on combining Nordic horseracing expertise with modern digital gaming products.
In his new role, Kaidesoja will be responsible for shaping Hippos ATG’s content strategy across broadcasting, streaming and digital platforms.
According to the company, his remit will include developing content tailored to Finnish customers, with a particular emphasis on horseracing as both a sport and a media product.
Kaidesoja brings more than three decades of experience in sports media, television production and editorial leadership. His career includes work at multiple Olympic Games, World Championships and major international sports events – as well as extensive involvement in motorsport, ice hockey and athletics broadcasting.
He also has direct experience in horseracing production, including live event coverage and storytelling.
Prior to joining Hippos ATG, Kaidesoja ran his own media and communications company for over 20 years and held senior editorial roles in Finnish media. His background spans traditional television, streaming services and digital-first content.
Commenting on the new appointment, Hippos ATG CEO Mikael Bäcke stated: “We are very pleased to welcome Pekka to Hippos ATG. He brings strong experience from high-level international sports broadcasting and content production.
“Pekka has a deep understanding of horseracing both as a sport and as a television and digital product. His expertise will be part of providing our customers with engaging, high-quality content for the Finnish market.”
Kaidesoja himself added: “Hippos ATG has a unique opportunity to redefine how horseracing and betting-related content is presented in Finland. I’m excited to create the best possible betting and streaming experience for the betting and horseracing audience.”
Hippos ATG is expected to begin operations in July 2027, subject to licensing, as Finland transitions to a multi-licence gambling model.
Hippos ATG plans to distribute 60% of its profits back into Finnish horseracing, supporting the long-term development of the sport
