In a country where saunas and hockey are religion, the state-owned gambling monopoly Veikkaus has always enjoyed a sacred kind of visibility. But in recent months, the company has gone on an aggressive sponsorship spree — slapping its name on arenas, jerseys, and TV rights — just as Finland prepares to open its sports betting market to international competition for the first time in history.
Industry watchers aren’t surprised. With Veikkaus set to lose its monopoly in 2027, the company is taking no chances. It’s locking in decade-long deals with some of Finland’s most beloved sports institutions, effectively future-proofing its presence in a market that’s about to explode.
The Alternatives Are Coming
With the 2027 reform approaching, many Finnish bettors are already preparing for change. New licensed sportsbooks are expected to bring competitive odds, wager-free bonuses, VIP programs, and fewer restrictions on things like live betting and payment methods.
And while Veikkaus may have the legacy, fresh operators will have the tools to attract curious players looking for better value.
That’s where betting comparison portals, like Vedonlyöntisivut come into play. By aggregating the best licensed offers and promotions for the Finnish market, they provide a transparent alternative to the default option Veikkaus has long been.
Jokerit and Veikkaus Join Forces Until 2031
In May, Veikkaus announced a multi-year partnership with Helsinki-based ice hockey club Jokerit, one of the country’s most iconic teams. The agreement extends through 2031 and includes exclusive ticket offers, fan events, and co-branded promotions — making Veikkaus more than just a sponsor; it’s part of the team’s DNA.
“I’m truly happy about the partnership we’ve signed. Both Veikkaus and Jokerit have a proud history, which gives us a strong foundation to build new and meaningful things together. The near future presents major opportunities for both of us — to promote better gaming and to become even more relevant to our key audiences” said Reija Laaksonen, Veikkaus’ Director of Communications and HR.
The announcement came just as Jokerit eyes a return to Finland’s top hockey league after years of turbulence and exile from the KHL. Veikkaus, in essence, is betting big on the comeback story — and making sure it’s written in their font.
Helsinki’s Biggest Arena Becomes Veikkaus Arena
Just weeks after the Jokerit deal, Veikkaus unveiled its most symbolic sponsorship yet: naming rights to Helsinki’s flagship indoor venue, formerly known as Hartwall Arena. From September 2025 onward, it will be known simply as Veikkaus Arena.
The arena is expected to host concerts, esports events, and international tournaments, but its real power lies in optics. For many Finns, it’s the most visible sports stage in the country. Now, it’s a 15,000-seat billboard for Veikkaus.
Critics have pointed out that the move feels defensive — a fortress built before the siege begins. But supporters see it as smart brand positioning. With offshore betting giants eyeing Finnish players, Veikkaus is anchoring its name in places no competitor can easily reach.
Betting on Team Finland
Hockey isn’t just a sport in Finland — it’s the heart of national identity. That’s why Veikkaus’s recent extension of its partnership with the Finnish Ice Hockey Association is perhaps its most calculated move yet.
The deal, which runs until 2030, covers not only the men’s and women’s national teams but also the under-20 program and the Aurora women’s league. It includes financial support, co-branded campaigns, and exclusive betting content during international tournaments.
For players, the funding ensures continuity. For Veikkaus, it’s brand embedding at a national level — aligning itself with every gold medal moment, every Olympic dream, every “Suomi!” chant echoing in living rooms and sports bars.
NHL Rights on Lock via VeikkausTV
And if that wasn’t enough hockey, Veikkaus is also the official NHL betting partner in Finland. Through VeikkausTV, the company holds streaming rights to over 700 NHL games per season until 2026.
For customers, this means access to live games tied directly to in-play betting opportunities — a seamless funnel from viewership to wagering. For Veikkaus, it’s one more exclusive asset that no new operator will be able to match in the short term.
It’s not just about betting — it’s about total immersion. You watch, you bet, you win (or lose), and you do it all inside the Veikkaus ecosystem.
A Defensive Masterclass?
On paper, Veikkaus’s pre-emptive strike looks like a PR masterclass. While international operators scramble to apply for Finnish licenses and localize their offerings, Veikkaus is doubling down on its strongest advantage: being everywhere.
From arena signage and national teams to NHL coverage and fan perks, the company is creating deep emotional and experiential bonds that are notoriously hard to break — even with better odds or juicier bonuses elsewhere.
The strategy is clear: own the story, not just the sportsbook.
Final Whistle
Veikkaus knows exactly what’s coming — and it’s not waiting around. With an arena, a hockey team, a TV channel, and the national squad under its wing, the monopoly is building a moat of loyalty and visibility that could outlast regulation itself.
But 2027 will bring new rules, new players, and new expectations. And for Finnish bettors, that might finally mean a real choice.
