Multi-year partnership begins next July pending Unibet’s approval to enter Finland’s regulated iGaming market

FDJ United’s Unibet brand has agreed a deal to serve as the new main sponsor of Superpesis, the top-tier Finnish baseball league.

Subject to Unibet securing a licence in Finland’s re-regulated iGaming market, the multi-year partnership will begin on 1 July 2027 and covers all clubs across both the men’s and women’s baseball league. 

The agreement has been described as the “largest and most comprehensive” partnership ever signed in Finnish team sports.

“We wanted to find a main partner that is committed to the entire sport and not just its most visible part,” said Superpesis chairman Vesa Karjalahti (pictured above right). “With Unibet, we quickly found a common vision of where baseball and clubs can develop in the coming years – both in terms of the men’s and women’s main leagues.”

Joel Häkämies, FDJ United’s general manager for Finland (pictured above left), commented: “Baseball is a unique national game, and Superpesis has returned to the absolute top of domestic baseball in recent years. The sport’s audience numbers, media interest and visibility have increased, and the growth has been particularly strong in large cities. 

“At the same time, the Women’s Superpesis has established itself as one of the most followed baseball series in Finland. We want to do our part to ensure that this development continues in the coming years.

“It was of paramount importance to us that Superpesis wanted one partner for the entire major league level of the sport. When the cooperation extends to both the leagues and the clubs’ everyday lives, development work can be carried out consistently at the level of the entire sport instead of remaining as separate projects for individual clubs.”

The collaboration between Superpesis and Unibet aims to increase the interest and reach of the league, strengthen the position of the Women’s Superpesis, and support the operating conditions of the clubs.

“In practice, this means, for example, investments in the development of serial products and match events, as well as supporting the professional activities of the clubs,” continued Häkämie. “The cooperation is nationwide, but we want it to have a strong impact on the local development of baseball clubs.”

Both parties also attach particular importance to the professionalisation and visibility of the Women’s Superpesis.

“Together, we have a strong belief that we can build Superpesis into the number one summer sports series in terms of interest and further strengthen the position of Women’s Superpesis as a top five ball series in Finland,” said Karjalahti. “The series has already become the most followed women’s ball series in the Nordic countries.

“The clubs are very strongly committed to the future entity and the jointly decided money distribution model. This creates an excellent foundation for active cooperation and the long-term development of the sport.”