Veikkaus and Liiga Sign Long-term Partnership Agreement

Reading Time: 2 minutes

Jääkiekon SM-liiga Ltd and Veikkaus have agreed to continue their long-standing collaboration. The significant partnership agreement spans five years and extends into the evolving Finnish gambling system.

Veikkaus currently has an agreement with Liiga for the 2025–26 season. The new extension will last five years, starting from the 2026–27 season.

“Our cooperation with Liiga, which is of great interest to our customers, has continued for several decades. Continuing this partnership as the Finnish gambling system undergoes reform in 2027 is extremely important and a strategically significant choice for us. We are truly excited about this new agreement,” said Reija Laaksonen, Veikkaus’ EVP of People, Culture & Communications.

Both Liiga and the Finnish gambling system are changing, which, according to Laaksonen, opens up major opportunities for deeper collaboration.

For Liiga, the agreement is an important step towards the future: the two highest tiers of Finnish elite hockey are undergoing changes that will be visible in many ways. Liiga has long been a highly competitive league, and this competitiveness will only increase.

“We are very pleased that Veikkaus will continue as Liiga’s main partner under a multi-year agreement. Both Liiga and Veikkaus are going through a period of change, and together we can support each other’s success in the future,” said Mikko Pulkkinen, CEO of Liiga.

According to Pulkkinen, the collaboration between two strong Finnish brands will be prominently visible in all Liiga games and channels during the new contract period.

“Liiga is entering a new era, and this long-term partnership with Veikkaus is an excellent indication of growing interest in the league. As Finland’s gambling market evolves, Liiga wants to work with Veikkaus as an example of diverse and memorable cooperation that benefits both parties,” Pulkkinen added.

Liiga is Veikkaus’ most significant betting league, offering unique markets and content closely tied to domestic hockey events. Veikkaus’ own odds compilers create the betting options for Liiga games.

Liiga matches were already featured on Veikkaus’ first-ever Pitkäveto betting list in November 1993, with classic games such as HIFK–Jokerit, Ilves–Tappara, and Ässät–Lukko. Betting methods have evolved and shifted increasingly to digital channels, but Liiga remains popular across all Veikkaus sales channels throughout Finland.

“Thanks to our ongoing cooperation, we can continue to offer Veikkaus customers interesting and unique domestic betting products, services, and content across our channels. With this agreement, we are even better prepared for the new era of Finnish gambling,” Laaksonen added.

The post Veikkaus and Liiga Sign Long-term Partnership Agreement appeared first on European Gaming Industry News.