Finland’s monopoly gaming operator Veikkaus has extended its partnership with the country’s Football Association.
The new agreement will allow Veikkaus to continue offering betting markets on a range of Finnish football matches and give customers exclusive benefits and content.
“The agreement with the Football Association of Finland is very important and meaningful to us,” says Veikkaus CEO Olli Sarekoski.
“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 extension, running until 2030, covers the men’s national team, who are playing for a place at next year’s World Cup, and the women’s national team, who are playing at this summer’s European Championships.
On a domestic level, competitions such as Ykkösliiga and Ykkönen, the second and third tiers of Finnish football, respectively, are covered.
Veikkaus continues to sponsor the top flight, Veikkausliiga.
The latest deal also covers the men’s and women’s national futsal teams.
Earlier this week, Veikkaus appointed Jyri Lassi, formerly at PayPal, as its new general counsel.
“Veikkaus is in an interesting situation as its monopoly position in Finland is being dissolved. The competitive situation offers the company great opportunities to grow and develop into an even more significant player, even internationally,” he said.
“It is a privilege to soon be part of that journey and to be able to influence Veikkaus' new direction together with other employees of the company.”
