Veikkaus extends Finnish Football Association deal with eye on gambling market opening
The state-owned gambling operator will continue its deal with the Finnish Football Association beyond the expected opening of the market to competition.
Finland.- With parliamentary approval of a proposal to liberalise gambling in Finland expected this year, moves are already being made in the battle for presence. The Åland Islands-owned gambling operator Paf last month signed up Finnish Formula 1 star Kimi Räikkönen as a brand ambassador, signalling its intent to compete on the market. Now the incumbent monopoly operator Veikkaus is extending its partnership with the Finnish Football Association, Palloliitto.
The state-controlled gambling operator will continue to serve as betting partner of top Finnish football leagues, including the Veikkausliiga men’s division and Kansallisen Liiga women’s division, as well as the men’s and women’s national football teams, until 2030. That takes the deal beyond the expected launch date for a competitive regulated gambling market in January 2027 under the new Finnish Gambling Act.
Veikkaus CEO Olli Sarekoski said: “Veikkaus and Finnish football share a long history, and that continues. Finnish football is on the rise, and together with the Football Association, we can offer Finns powerful emotions and memorable experiences. We are excited about the coming years. Our cooperation will deepen further through this new partnership.”
The operator offers betting markets on Finnish football through its Vakio 1, Pitkävedossa, Live-vedossa, Tulosvedossa, Monivedossa and Voittajavedoissa products. Veikkaus has signed a deal with OpenBet for the launch of a new sports betting platform.
Veikkaus has been supportive of the proposal to open the Finnish gambling market to competition and has already been preparing for the change, which will see it retain a monopoly over lottery and retail betting, while its online operations will be separated and will compete. It’s still to be seen how many players will apply to enter the market.
As well as Paf, Sweden’s ATG is eyeing a launch via its Hippos ATG Oy joint venture with the Finnish equestrian association Suomen Hippos. It recently named Mikael Bäcke as CEO for the venture.
Meanwhile, Veikkaus has named Jyri Lassi as general counsel. Lassi previously worked for PayPal as vice president and legal chief IP officer and later vice president of legal. He also served in legal roles at Nokia. He will begin at Veikkaus on 1 September, replacing Hanna Kyrki, who will leave in July to join Summa Defence.
Lassi said: “Veikkaus is in an interesting situation, as its monopoly position is being dismantled. The competitive situation offers the company great opportunities to grow and develop into an even more significant player, even internationally.
