Veikkaus has signed a ten-year naming rights deal with Live Nation Finland, which will see the iconic Helsinki Arena renamed Veikkaus Arena.
The 15,500-seat Veikkaus Arena is set to open in September, having been closed since 2020, with the exception of a brief reopening in 2021.
The venue first opened in 1997 and has been one of Finland’s most important venues for live events, including concerts and sports. When operating at full capacity, it brought over €100 million in annual economic benefit to the Helsinki region.
“The Arena is the heart of our capital and a center for high-quality events,” said Veikkaus CEO Olli Sarekoski. “We want as many people as possible to experience its diverse cultural, sports and entertainment offerings. Veikkaus wants to actively promote and enable these experiences together with Live Nation.”
Live Nation head of international partnerships Therése Liljedahl commented: “This collaboration is a significant milestone in restoring the Helsinki Arena to the heart of international live entertainment. Veikkaus’ strong roots and leading role in the domestic market make it the perfect partner for this moment. Together we can improve the audience experience and support the growth of the region.”
The collaboration follows an announcement earlier this year that Live Nation had signed a 20-year lease to operate the venue.
“The reopening of the arena and the partnership with Veikkaus is a significant moment for the entire Nordic event scene,” said Tom Lynch, head of venue operations for Live Nation EMEA. “Veikkaus Arena will attract top international tours and further strengthen Finland’s position as a leading live music destination.”
The first events and concerts at Veikkaus Arena will be announced soon, with discussions also underway regarding the possible use of the arena for sports.