Veikkaus has agreed a multi-year marketing partnership with former Liverpool FC and Finland national football team captain Sami Hyypiä.
Hyypiä joins the operator as its newest brand ambassador and will work with the company to offer players in Finland unique experiential opportunities, having previously promoted Veikkaus during his playing career.
“Sami Hyypiä is one of Finland’s all-time great footballers, who has been and continues to be a great role model for many,” said Veikkaus HR and communications director Reija Laaksonen.
“We are excited that Sami will be one of our brand ambassadors in the future and that we as a company will be able to collaborate with him again.”
Hyypiä said of his new role: “It’s a pleasure to return to the Veikkaus shirt after a break of many years. I’m happy to be collaborating with a domestic gambling operator that has promoted Finnish sports in many ways throughout its history, including my career.
“Striving to get better and better and overcoming difficult moments are meaningful things for both me and Veikkaus.”