Finland’s Veikkaus has penned a multi-year partnership with Finnish ice hockey team Jokerit.
The partnership begins in the summer and will last until 2031, and comes ahead of the opening of Finland’s liberalised betting and gaming market in 2026.
“I am really happy about the partnership agreement we have signed. We both have a wonderful history, on which it is good to build many new and significant things,” said Veikkaus HR and communications director Reija Laaksonen.
“The near future offers both us and Jokeri great opportunities to work for a better game and be even more significant for our own stakeholders.”
Mikko Saarni, chairman of Jokerit, commented: “Both Jokerit and Veikkaus are familiar and emotional brands to Finns. Together we can create something that speaks to fans, customers and the entire sports community in a new way. We at Jokerit are very proud of this new and long-term partnership with Veikkaus.”