Veikkaus, Finland’s state-run gaming company, has reaffirmed its commitment to Finnish ice hockey by extending its partnership with the Finnish Ice Hockey Association through 2030. This comprehensive agreement solidifies Veikkaus’ role in supporting the Finnish men’s and women’s national teams, the U20 team, and the Aurora League, ensuring the continuation of a relationship that has already spanned decades.

Reija Laaksonen, Executive Vice President of People, Culture, and Communications at Veikkaus, expressed enthusiasm for the renewed collaboration: “Ice hockey is a major Finnish spectator sport that strongly resonates with and moves people. At Veikkaus, we have a long-standing and successful cooperation with Finnish ice hockey and Leijonat, of which we are proud. It’s very important to us that this long and successful journey continues for many years to come.”

Ice Hockey’s Impact on Veikkaus

The sport holds strategic importance for Veikkaus, both as a cornerstone of its betting offerings and a platform for enhancing its brand visibility. Ice hockey, especially matches featuring the Finnish national Lions teams, remains one of Veikkaus’ most popular betting options, showcasing its alignment with the passions of Finnish sports enthusiasts.

Laaksonen emphasized the benefits of this partnership, stating: “Thanks to the cooperation, we can continue to offer Veikkaus’ customers the interesting domestic betting products, services, and content they desire, and develop them even better. Our comprehensive partnership with Finnish ice hockey allows Veikkaus’ channels to continue to be strongly involved in the most interesting moments and series of Finnish ice hockey.”

Expanding Sustainability and Shared Values

The partnership goes beyond sports and betting, reflecting a shared commitment to sustainability. Lassi Rönkkönen, Sales and Marketing Director of the Finnish Ice Hockey Association, highlighted the alignment of values between the two organizations: “We are very pleased that Veikkaus remains one of our main partners in the Leijonat family. We share Veikkaus’ values, and we believe that in the future’s changing business environment, sustainability will play an even greater role.”

Rönkkönen also pointed to the achievements born from this collaboration, noting the joint success in marketing and fan engagement: “Together with Veikkaus, we have lived and experienced the success moments of different Leijonat teams and built impactful marketing campaigns. It is great to continue the cooperation far into the future.”

Partnership Scope

The multi-year agreement ensures Veikkaus’ presence across a variety of ice hockey events, from men’s and women’s national team games to the Aurora League and youth competitions. This involvement enhances Veikkaus’ ability to deliver engaging sports betting experiences tailored to Finnish audiences. By aligning with a sport that resonates deeply with the Finnish public, Veikkaus not only reinforces its market presence but also strengthens its connection to a national pastime.

With the partnership extended until 2030, both Veikkaus and the Finnish Ice Hockey Association are positioned to navigate the evolving landscape of sports and entertainment together. This collaboration underscores Veikkaus’ dedication to fostering community pride and engagement through sports while leveraging its platform to deliver cutting-edge betting products and services.