Veikkaus and Jääkiekon SM-liiga Ltd have decided to maintain their long-standing cooperation. The important five-year partnership deal covers the developing Finnish gambling industry.
For the 2025–2026 season, Veikkaus and Liiga currently have an agreement. Beginning with the 2026–2027 season, the new extension will run for five years.
Reija Laaksonen, Veikkaus’ EVP of People, Culture & Communications, said:
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.
According to Laaksonen, there are significant prospects for closer cooperation as both Liiga and the Finnish gaming system are evolving.
The deal is a significant step forward for Liiga, since the two top divisions of Finnish elite hockey are experiencing changes that will be apparent in a number of ways. Liiga has always been a very competitive competition, and it will only get more so.
Mikko Pulkkinen, CEO of Liiga, said:
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.
Pulkkinen claims that throughout the new contract time, the partnership between two powerful Finnish brands will be clearly apparent in all Liiga games and media.
Pulkkinen added:
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.
The most important betting league in Veikkaus is Liiga, which offers distinctive markets and content directly related to domestic hockey events. The betting options for Liiga games are produced by Veikkaus’s own odds compilers.
In November 1993, Veikkaus’ initial Pitkäveto betting list included Liiga games, including HIFK–Jokerit, Ilves–Tappara, and Münssě–Lukko. Liiga is still well-liked throughout all Veikkaus sales channels in Finland, despite the fact that betting strategies have changed and moved more and more to digital platforms.
Laaksonen added:
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.
