{"id":9742,"date":"2025-06-11T09:44:31","date_gmt":"2025-06-11T08:44:31","guid":{"rendered":"https:\/\/sbceurasia.com\/en\/?p=9742"},"modified":"2025-06-11T09:44:35","modified_gmt":"2025-06-11T08:44:35","slug":"veikkaus-boosts-support-for-finnish-football-amid-upcoming-market-reforms","status":"publish","type":"post","link":"https:\/\/sbceurasia.com\/en\/2025\/06\/11\/veikkaus-boosts-support-for-finnish-football-amid-upcoming-market-reforms\/","title":{"rendered":"Veikkaus Boosts Support for Finnish Football Amid Upcoming Market Reforms"},"content":{"rendered":"\n<p><strong>Veikkaus<\/strong> is stepping up its support of local sport through an extended partnership with the Finnish Football Association.<\/p>\n\n\n\n<p>The new deal will see Finland\u2019s state-owned gaming operator continue as a betting partner of top Finnish football leagues, such as <strong>Veikkausliiga<\/strong> men\u2019s division and <strong>Kansallisen Liiga<\/strong> women\u2019s division, as well as the men\u2019s and women\u2019s national football teams, now <strong>until<\/strong> <strong>2030<\/strong>.<\/p>\n\n\n\n<p>Veikkaus CEO, <strong>Olli Sarekoski<\/strong>, described the agreement as both important and meaningful to the brand, which is preparing for the increasingly likely dissolution of its monopoly over betting in Finland.&nbsp;<\/p>\n\n\n\n<p>\u201cVeikkaus and Finnish football share a long history, and that continues,\u201d he said. \u201cFinnish football is on the rise, and together with the Football Association, we can offer Finns powerful emotions and memorable experiences.&nbsp;<\/p>\n\n\n\n<p>\u201cWe are excited about the coming years. Our cooperation will deepen further through this new partnership.\u201d<\/p>\n\n\n\n<p>The operator will continue to offer a range of betting markets on Finnish football through its <strong>Vakio 1, Pitk\u00e4vedossa, Live-vedossa, Tulosvedossa, Monivedossa and Voittajavedoissa<\/strong> games.<\/p>\n\n\n\n<p>The news comes as Veikkaus looks to strengthen its offering ahead of facing competition for the very first time \u2013 though it is important to note that the operator has been vocal in calling for market reform in Finland as a way to better fight the black market.<\/p>\n\n\n\n<p>Legislators are looking to open Finland\u2019s gambling sector to new operators and dismantle Veikkaus\u2019 monopoly on the market following the proposal of the <strong>Finnish Gambling Act<\/strong>, likely in either 2026 or 2027.<\/p>\n\n\n\n<p>Getting ahead of the game, Veikkaus also recently partnered with <strong>OpenBet<\/strong> for the launch of its new sports betting platform, leveraging the London-based sportsbook technology provider\u2019s proprietary platform, as well as its Managed Trading Services.<\/p>\n\n\n\n<p><strong>Runa Walia Desai<\/strong>, Chief Customer Experience Officer at OpenBet, said: \u201cOur technology ensures Veikkaus stays not only compliant, but competitive and future-ready, with a modern platform built for long-term success.\u201d<\/p>\n\n\n\n<p>In other news, Veikkaus has this month appointed <strong>Jyri Lassi<\/strong> as General Counsel. The firm identified its new appointee\u2019s international technology sector experience as particularly useful, as the company prepares to compete against aforementioned new licensed operators.<\/p>\n\n\n\n<p>The link between football and betting remains strong in Finland, with the most obvious example being found in the name of the national league. The Finnish football league, known as Veikkausliiga, was rebranded in 1990 from main sponsor Veikkaus.<\/p>\n\n\n\n<p>There are also several Finnish football clubs that have formed partnerships with gambling companies as a way to sponsor games and teams. However, with such regulatory changes nearing, time will tell how these connections will evolve.<\/p>\n\n\n\n<p>Don&#8217;t forget to subscribe to our <a href=\"https:\/\/t.me\/sbceurasia\">Telegram channel<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Veikkaus is stepping up its support of local sport through an extended partnership with the Finnish Football Association. The new deal will see Finland\u2019s state-owned gaming operator continue as a betting partner of top Finnish football leagues, such as Veikkausliiga men\u2019s division and Kansallisen Liiga women\u2019s division, as well as the men\u2019s and women\u2019s national [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":9743,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[4,13,1,24,31,12],"tags":[3624,12972,12968,12970,725,12969,2873,12971],"class_list":["post-9742","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-betting","category-football","category-news","category-regulations","category-sponsorship","category-sport","tag-finland","tag-jyri-lassi","tag-kansallinen-liiga","tag-olli-sarekoski","tag-openbet","tag-runa-walia-desai","tag-veikkaus","tag-veikkausliiga"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - 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