Norsk Rikstoto:
All good horse powers

Norsk Rikstoto salutes everyone from stable staff and riding instructors to veterinarians and farriers in the campaign All Good Horse Powers (Alle gode hestekrefter).

“Together for all good horse powers is a new and exciting initiative that makes our important mission to society visible,” says Camilla Garmann, CEO of Norsk Rikstoto. (Translated from Norwegian.)

All Good Horse Powers was launched together with the partners Det Norske Travselskap (the Norwegian Trotting Association), Norsk Galopp and Norsk Hestesenter (the Norwegian Horse Center).

Images from the campaign All Good Horse Powers.

The agency Maverix is behind both the strategy and the tagline, and has developed a dedicated website that fills with good stories from all of Horse Norway. There are many such stories across the country, and Rikstoto wants to gather them all. The spotlight is on horse welfare, the joy of horses and Norwegian cultural heritage.

Half a billion for all of Horse Norway

Norsk Rikstoto is best known for horse betting and racing. The entire profit goes undiminished to promoting equestrian sport, horse keeping and horse breeding in Norway. Around NOK 500 million is distributed each year to secure good horse welfare, spread the joy of horses and preserve the endangered Norwegian horse breeds, all of which are an important part of our cultural heritage.

The profit from Norsk Rikstoto contributes to a lively community with many jobs such as farriers...

...veterinarians, trainers, stable staff and riding instructors, and it spreads joy and creates unforgettable moments for young and old across the country.

Horses give experiences, and they become friends, therapists, environment builders and bridge builders.

The campaign has its own home on a digital platform, with all the stories about how widely equestrian sport reaches.

The platform is built on X Machina, with Storyblok as CMS and Cloudinary as DAM.

Want a campaign like this?

We make campaigns with a mission. Get in touch with Linda Nordheim or Paal Tarjei Aasheim.

A long-term initiative

Norsk Rikstoto describes All Good Horse Powers as a long-term initiative that will continue as long as there are good untold stories to share from Horse Norway.

Lise Mette Kjellberg, reputation manager at Rikstoto, believes the project will lead all the good horse powers to stand even closer together in developing the industry. She encourages everyone to get involved.

“We are proud to show that our profit goes to supporting so many positive forces. In addition, the Ministry of Agriculture will now distribute 3% of our profit as direct support to non-commercial actors, so we can make a positive difference for even more,” says Kjellberg. (Translated from Norwegian.)

Committed to good horse welfare

The acclaimed trotting trainer Heidi Moen from Begnadalen takes part in the campaign to talk about the importance of good animal welfare in equestrian sport. She cares that trotting horses, too, get to live as natural a life as possible. And she believes Norsk Rikstoto is of decisive importance to all of Horse Norway.

“If trotting were to disappear, it would have major consequences for everyone who works with horses in Norway. There would be fewer farriers and transporters, veterinarians and clinics, equipment suppliers and feed producers,” says Heidi Moen. (Translated from Norwegian.)

“Everyone will notice, so I think it is important that we stand together and work for as many horses as possible in Norway,” is Moen's appeal. (Translated from Norwegian.)

A good response

Rikstoto reported very good results shortly after the launch: shares, positive comments, attention both inside and outside the industry, and traffic to the website. A lot of time is spent on the content and the good stories from Horse Norway. Rikstoto finds that the whole industry is behind the initiative and wants to contribute. Kjellberg at Rikstoto is very pleased with the response.

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“It is clear that this is a long-awaited initiative that truly unites all of Horse Norway. The response from partners in trotting, galloping and the breeding communities is exclusively positive, and it is also gratifying to see that the message and the campaign reach far wider than just the core of the industry. It is clear that we are able to unite everyone who loves horses and who make up the good horse powers, and fortunately there are very many of them,” concludes a visibly pleased Kjellberg. (Translated from Norwegian.)

See the website with the profile film.

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Questions and answers about All Good Horse Powers

What is All Good Horse Powers?
All Good Horse Powers (Alle gode hestekrefter) is Norsk Rikstoto's campaign that salutes everyone who works with horses, from stable staff and riding instructors to veterinarians and farriers. It makes Rikstoto's mission to society visible.
Who is behind the campaign?
Maverix is behind the strategy and the tagline, and developed a dedicated website with stories from all of Horse Norway. The campaign was created with Det Norske Travselskap, Norsk Galopp and Norsk Hestesenter.
Where does Norsk Rikstoto's profit go?
The entire profit goes undiminished to promoting equestrian sport, horse keeping and horse breeding in Norway. Around NOK 500 million is distributed each year for horse welfare, the joy of horses and preserving the Norwegian horse breeds.
What else has Maverix made for Norsk Rikstoto?
Maverix has had an agreement with Norsk Rikstoto since December 2022 and also made the TV series Frie Tøyler about the galloping community, with Norsk Rikstoto as sponsor.