Veikkaus Extends Football Partnership in Finland Until 2030
Veikkaus and the Football Association of Finland have extended their longstanding cooperation through to 2030. The renewed partnership continues a relationship that began 85 years ago and covers both national teams and domestic competitions, while reinforcing Veikkaus’s role in the betting and branding landscape of Finnish football.
An Agreement Built on Shared History
Veikkaus’s renewed status as the main partner of the Football Association of Finland (Suomen Palloliitto) marks a significant continuation of one of the most established relationships in Finnish sport. The agreement secures Veikkaus’s presence across both grassroots and elite-level football, including national teams and top-tier domestic leagues.
“The agreement with the Football Association of Finland is very important and meaningful to us. Veikkaus and domestic football share a long common history, which continues. Finnish football is on the rise, and together with the FA, we can offer Finns strong emotions and powerful experiences. We look forward to the coming years with excitement. Our cooperation will deepen even further as a result of the signed partnership,” said Veikkaus CEO Olli Sarekoski.
The partnership enables Veikkaus to continue developing high-quality betting products specifically focused on Finnish football. Beyond betting, the deal expands brand collaboration between Veikkaus and the Football Association.
“We are also engaged in extensive brand cooperation with the Football Association of Finland. Our collaboration has a long history, and football is a meaningful sport for Finns in many ways. It’s great to continue our work with the FA for better gameplay and Finnish sports in general,” added Reija Laaksonen, Director of HR and Communications at Veikkaus.
Long-Term Support for All Levels of the Game
The scope of the new deal includes a broad range of national teams and competitions. These include the men’s national team (Huuhkajat), the women’s team (Helmarit), the U21s (Pikkuhuuhkajat), and both men’s and women’s futsal national squads. On the domestic side, Veikkaus retains main partner status for leagues including Ykkösliiga, Kansallinen Liiga, Kansallinen Ykkönen, Miesten Ykkönen, Miesten Kakkonen, and the men’s and women’s Futsal Leagues, as well as the Finnish Cups.
In today’s dynamic sporting environment, the FA emphasized the importance of reliable, long-term partnerships.
“The global situation and constantly evolving sports landscape highlight the value of long-standing, trustworthy, and future-oriented partners. Veikkaus has walked alongside us for a long time, and we believe that with them, football and futsal will continue their successful growth also in the future,” said Ari Lahti, Chairman of the Football Association of Finland.
Betting, Branding, and a Deeper Fan Experience
As part of its betting operations, Veikkaus continues to provide extensive coverage of Finnish football across its platforms. In addition to the classic Vakio game — which has featured football since 1940 — the operator offers betting options across Pitkäveto, Livebet, Tulosveto, Moniveto, and Voittajaveto.
“Football is evolving and changing, but at its core are still excitement, joy, disappointment, and communal experiences. Veikkaus understands the roots of Finnish identity and the opportunities of the future. They have shown a desire to be consistently involved in developing the future of Finnish football and futsal,” commented Marco Casagrande, General Secretary of the FA.
As a highlight of the renewed partnership, Veikkaus is offering its loyalty customers a chance to win an exclusive fan trip to watch the Huuhkajat play away in the Netherlands.