Veikkaus extends Finnish football deal to 2030 as market reform looms

Finland’s state-owned gaming operator Veikkaus has extended its partnership with the Finnish Football Association (Palloliitto) through 2030, as the company seeks to reinforce its market position ahead of the country’s expected gambling sector liberalisation.

The extended deal ensures Veikkaus remains the main betting partner across Finnish football’s top leagues and national teams, including the Veikkausliiga, Kansallisen Liiga, Ykkösliiga, and both men’s and women’s national football teams. The agreement also includes enhanced fan engagement, betting content, and brand integration.

“Veikkaus and Finnish football share a long history, and that continues,” said Veikkaus CEO Olli Sarekoski. “Finnish football is on the rise, and together with the Football Association, we can offer Finns powerful emotions and memorable experiences.”

The renewal comes as Finland prepares to end Veikkaus’ monopoly over betting services, with lawmakers planning to introduce a new Gambling Act by 2026 or 2027 that would allow private operators into the market. Veikkaus has publicly supported the reform as a way to tackle illegal offshore betting.

To prepare for increased competition, Veikkaus has ramped up its product offerings and operational readiness. It recently partnered with OpenBet to roll out a new sportsbook platform and appointed seasoned executive Jyri Lassi as General Counsel, citing his international technology experience as key to navigating the coming changes.

“Our technology ensures Veikkaus stays not only compliant, but competitive and future-ready, with a modern platform built for long-term success,” said Runa Walia Desai, Chief Customer Experience Officer at OpenBet.

Football remains central to Veikkaus’ identity, with popular betting games such as Vakio 1, Pitkäveto, Live-veto, Tulosveto, Moniveto, and Voittajaveto focused heavily on domestic leagues.

“The agreement with the Finnish Football Association is very important and meaningful to us,” said Sarekoski. “We are excited about the coming years. Our cooperation will deepen further through this new partnership.”

The Finnish Football Association echoed the sentiment, calling the extended deal a reflection of shared long-term goals.

“The global situation and the constantly changing sports environment highlight the value of long-term, reliable, and future-oriented partners,” said association chairman Ari Lahti. “Veikkaus has been with us for a long time, and we believe that together with them, football and futsal will continue their successful growth in the future.”