Multi-year agreement is contingent on Betsson securing a licence to enter the Finnish market from 1 July 2027
Betsson has signed a multi-year partnership with Finnish football club HJK Helsinki, which will begin when the country’s regulated iGaming market opens in July.
The partnership runs until the end of the 2032 season and is contingent on Betsson securing a licence to operate in Finland from the National Police Board.
The agreement has been described as the largest ever sponsorship deal in Finland and covers both the men’s and women’s first teams.
“We would like to thank Betsson for this historic agreement,” said HJK chief executive Aki Riihilahti. “This extensive collaboration highlights HJK’s unique position within Finnish sports. Following a thorough process, we specifically sought an international and responsible operator like Betsson to help build the future of the club together.
“This long-term agreement – which is significant both financially and operationally – enables us to invest even more heavily in achieving sporting success.
Jussi Raita, managing director of HJK’s women’s representative team, said: “The scale of the agreement and the five-and-a-half-year commitment provide an exceptionally strong foundation for developing the operations of both representative teams and pursuing even greater success in Finland and Europe.”
Betsson country manager Jussi Metsiö added: “We are truly proud and excited to welcome the flagship of Finnish football into our international football family, alongside our other partner teams. HJK’s rich history, ambition, and passionate fan base make this a special partnership for us. We want to play a part in building the next great moments for ‘Klubi’.
“We bring our experience with international football partnerships to this collaboration. The five-and-a-half-year agreement reflects our strong belief in HJK and the future of Finnish football.”
HJK is widely considered to be Finland’s biggest football club and competes in Veikkausliiga, the top division of the Finnish football league system.
Shares in Betsson AB (STO:BETS-B) closed at SEK99.15 per share in Stockholm Monday.