Veikkaus, Finland’s state-owned gaming behemoth, is reinforcing its commitment to local sports by enhancing its partnership with the Finnish Football Association (Palloliitto). This move will see Veikkaus continue its role as a pivotal betting partner for Finland’s premier football leagues, including the men’s Veikkausliiga and the women’s Kansallisen Liiga, in addition to supporting both the men’s and women’s national teams up until 2030.
Olli Sarekoski, CEO of Veikkaus, shared his enthusiasm about the extended agreement, noting it as both significant and deeply meaningful for the brand. With Veikkaus poised on the brink of losing its monopoly over betting in Finland due to impending market liberalization, this partnership underscores a strategic pivot towards deepening ties with Finnish football. “Finnish football is experiencing a renaissance,” Sarekoski remarked. “Together with the Football Association, we aim to ignite powerful emotions and craft unforgettable experiences for Finns.”
The collaboration promises an enriched offering of betting markets on Finnis

h football through Veikkaus’ extensive array of games including Vakio 1, Pitkävedossa, Live-vedossa, Tulosvedossa, Monivedossa, and Voittajavedoissa.
Significant Market Reforms
This announcement arrives at a critical juncture for Veikkaus as it braces to encounter competition head-on for the first time. The operator has been an advocate for market reform within Finland to effectively combat unregulated gambling activities. Legislative efforts are underway to dismantle Veikkaus’ long-standing monopoly by opening up the Finnish gambling sector to new operators under a proposed Gambling Act expected to come into force around 2026 or 2027.
In anticipation of these changes, Veikkaus has also forged a new partnership with OpenBet, aiming to launch a cutting-edge sports betting platform. This collaboration leverages OpenBet’s advanced technology and Managed Trading Services. Runa Walia Desai from OpenBet emphasized that their technology equips Veikkaus not only with compliance capabilities but also ensures competitiveness and readiness for future challenges through a modernized platform designed for sustained success.
Adding to its strategic fortifications, this month saw Jyri Lassi appointed as General Counsel at Veikkaus. Lassi’s vast experience in the international technology sector is deemed invaluable as Veikkaus gears up to navigate the competitive landscape populated by newly licensed operators.
Football and Gambling: An Inseparable Duo in Finland
In Finland, football and gambling share an indelible connection that extends beyond mere sponsorship – evident most prominently through the national league’s nomenclature; named Veikkausliiga after its main sponsor since 1990. Numerous Finnish football clubs have established partnerships with gambling entities as means of sponsoring matches and teams.
However, as regulatory shifts loom on the horizon with potential impacts on these traditional alliances between football clubs and gambling firms yet unknown – what remains clear is that both sectors are entering a transformative era together; one marked by adaptation and innovation in response to evolving market dynamics.
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