Veikkaus assina acordo de parceria com a Associação Finlandesa de Hóquei no Gelo
Imagem: Veikkaus / Divulgação

Veikkaus, Finland’s leading betting operator, has renewed its partnership with the Finnish Ice Hockey Association until 2030. This agreement strengthens the long-lasting collaboration between the two entities.

Reija Laaksonen, Executive Vice President of People, Culture and Communication at Veikkaus, highlighted the relevance of the partnership. “Ice hockey is a great Finnish spectator sport that resonates strongly with people and moves them.”

“At Veikkaus, we have a long-standing and successful cooperation with Finnish ice hockey and Leijonat, which we are proud of. It is very important for us that this long and successful journey continues for many years to come.”

The value of ice hockey for Veikkaus

Ice hockey is essential for Veikkaus, both to strengthen the brand and to attract bettors. Finnish national teams, known as Lions, represent collective pride and attract great interest.

Leijonat’s matches are among the most popular events in the company’s sportsbook. According to Laaksonen, the collaboration makes it possible to advance services even further.

“Thanks to the cooperation, we can continue to offer Veikkaus customers the interesting national betting products, services and content they want, and develop them even better,” he said.

Thus, the partnership includes the men’s, women’s, under-20 national teams and the Aurora League. This scope reflects Veikkaus’ commitment to promoting sport in all its aspects.

Lassi Rönkkönen, Director of Sales and Marketing at the Finnish Ice Hockey Association, highlighted the alignment of values ​​between the organizations. “We are very pleased that Veikkaus continues to be one of our main partners in the Leijonat family.”

“That’s because we share the company’s values ​​and believe that in the changing business environment of the future, sustainability will play an even greater role,” he said.

Marketing and sustainability as differentiators

The partnership is also an example of how sports and marketing go together. “Together with Veikkaus, we live and experience the successful moments of different Leijonat teams and build impactful marketing campaigns. It’s great to continue the cooperation long into the future,” commented Rönkkönen.

Therefore, with the renewal, Veikkaus reaffirms its position as a strategic partner for national sports and strengthens its presence in the sports betting market. But the commitment also drives sustainable practices, aligning with market changes and demands.