Each agreement will run for three years, with Veikkaus providing financial support to the Veikkausliiga, its clubs, and all teams under the SPL umbrella. The collaboration will also extend to Finland’s futsal clubs and Finnish Cup competitions.
As part of these arrangements, Veikkaus will offer financial backing to Finnish clubs and teams, while also granting its customers access to various benefits, competitions, and content related to the Finnish national team. This content will be featured on Veikkaus’ social media channels.
“We are excited that the longstanding partnership between Veikkaus and domestic football continues and deepens,” said Veikkaus chief executive Olli Sarekoski. “Our cooperation plays a vital role in providing our customers with the best betting products, services, and content available on the market. It’s fantastic that the agreements encompass Finnish football to such a great extent.”
SPL chairman Ari Lahti added, “Veikkaus is a significant and long-term partner in domestic football. Together, we recognized the importance of strengthening and expanding our collaboration to further benefit the clubs financially.”
These deals have been made following Veikkaus’ report of a 12.7% year-on-year decline in revenue to €1.10bn (£916.2m/$1.19bn) for the 2021 financial year. With a 5% decrease in market share to 74%, Veikkaus intends to address the unlicensed market, which constitutes the remaining 26%.
