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The Finnish state-owned betting company Veikkaus has extended its collaboration with the Finnish Ice Hockey Association through 2030, demonstrating its continued commitment to Finnish ice hockey. This long-term contract highlights Veikkaus’s ongoing partnership with the sport and their mutual dedication to fostering the ice hockey fervor in the country.
Ice hockey holds a special place in Finnish sports culture, and Veikkaus has been a consistent supporter of the game and its fans. The Finnish national teams, known as Leijonat (Lions), play a pivotal role in Veikkaus’ brand and betting services. Reija Laaksonen, Veikkaus’ EVP for People, Culture, and Communications, emphasized the importance of this partnership: “Ice hockey is a major Finnish spectator sport that strongly resonates with and moves people. At Veikkaus, we have a long-standing and successful cooperation with Finnish ice hockey and Leijonat, of which we are proud. It’s very important to us that this long and successful journey continues for many years to come.”
This extended partnership also allows Veikkaus to deliver enhanced domestic betting options for its customers, making ice hockey matches even more engaging. Laaksonen added, “Thanks to the cooperation, we can continue to offer Veikkaus’ customers the interesting domestic betting products, services, and content they desire, and develop them even better.”
The partnership encompasses multiple facets of Finnish ice hockey, including the men’s national team, the women’s national team, the U20 team, and the Aurora League. By covering a broad spectrum, Veikkaus continues to support players and fans at every level of the sport.
Lassi Rönkkönen, Sales and Marketing Director of the Ice Hockey Association, highlighted the shared values that make this collaboration successful: “We are very pleased that Veikkaus remains one of our main partners in the Leijonat family. We share Veikkaus’ values, and we believe that in the future’s changing business environment, Sustainability will play an even greater role.”
Rönkkönen also acknowledged the partnership’s role in creating memorable moments for fans, stating, “Together with Veikkaus, we have lived and experienced the success moments of different Leijonat teams and built impactful marketing campaigns. It is great to continue the cooperation far into the future.”