The Finnish gambling and lottery state monopoly Veikkaus Oy has signed a multi-year cooperation agreement with the Finnish Football Association and Veikkausliiga, the premier division of the country’s football pyramid.
Under the provisions of the agreement, Finnish football clubs will benefit from increased financial support from the gambling operator and Veikkaus’ betting products and services will be supported by the clubs.
The partnership lasts for three years with the option for an additional period and includes co-operation with the National League, Men’s Ykkönen and Men’s Kakkonen clubs operating under the wing of the FFA, the women’s and men’s Futsal league clubs and the Finnish Cup competitions.
“We are really pleased that the long joint history of Veikkaus and domestic football continues and deepens. Finnish football is in full swing and I see that together we can offer Finns great feelings and experiences about the royal sport,” commented Olli Sarekoski, CEO of Veikkaus.
“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.”
Following the agreement, Veikkaus customers now have access to follow the content of Finnish football on the national teams across the operator’s channels, increasing the engagement and financial position of the Finnish domestic game.
Kaarlo Kankkunen, Chairman of Veikkausliiga, added: “The new long-term agreement provides an opportunity to develop responsibility, and in addition, this is important for Veikkausliiga, above all for clubs, to which more direct support is channelled through it.”
“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,” Mariet Louhento, President of the National League, concluded.
