SBC News Voice of the Sports Betting Industry
Finnish state gambling monopoly Veikkaus Oy has entered into a double agreement with the Football Association of Finland (SPL) and the country’s top-flight division, the Veikkausliiga.
The core terms of the three-year deal will see Vekkhaus support Finnish football clubs financially, whilst the teams themselves will back the state-controlled firm’s betting and products and services.
Additionally, the agreement – which has an option for extension – will see Veikhaus cooperate with the National League, men’s Ykkönen and men’s Kakknen clubs operating under the SPL’s banner, Finnish Cup competitions and the men’s and women’s Futsal league teams.
Kaarlo Kankkunen, Veikkausliiga Chairman, asserted that the long-term deal provides an opportunity for Veikkhaus and the Finnish football pyramid to foster responsibility, adding: “In addition, this is important for Veikkausliiga, above all for clubs, to which more direct support is channelled through it.”
For Veikkaus, the firm’s customers now have greater access to Finnish football content across its channels, increasing their engagement with Finland’s domestic game whilst also boosting the sport’s financial position.
“We are really pleased that the long joint history of Veikkaus and domestic football continues and deepens,” remarked Olli Sarekoski, CEO of Veikkaus. “Finnish football is in full swing and I see that together we can offer Finns great feelings and experiences about the royal sport.
“Our cooperation plays an important role in enabling Veikkaus’ customers to build the best betting products, services and content on the market. The sport plays an important role and it is great that the agreements cover Finnish football so widely.”
Meanwhile, National League President Mariet Louhento added: “A long-term partnership sends an important signal to clubs that they want to support their professional growth in the longer term. At the same time, the agreement also supports the National League’s goal of increasing awareness.”
