Veikkaus, Finland’s leading betting and gaming company, has announced an extension of its long-standing partnership with the Finnish Ice Hockey Association (FIHA). This landmark agreement strengthens their collaboration until 2030, reaffirming Veikkaus’ integral role in supporting Finnish ice hockey. The renewed partnership encompasses the Finnish men’s, women’s, and U20 national teams, alongside the Aurora League, ensuring Veikkaus remains a cornerstone of Finland’s most beloved sport.

Veikkaus Extends Partnership with Finnish Ice Hockey Association Until 2030

A Collaboration Across Finnish Ice Hockey

The extended partnership between Veikkaus and the Finnish Ice Hockey Association demonstrates a shared commitment to enhancing the sport’s visibility and sustainability. This agreement enables Veikkaus to continue supporting various ice hockey programs, which are pivotal to fostering talent and driving enthusiasm for the game nationwide.

The partnership includes:

• Men’s National Team: Supporting the flagship Leijonat team, which represents Finland on the international stage.
• Women’s National Team: Elevating opportunities for female athletes and promoting gender equality in sports.
• U20 National Team: Backing the next generation of Finnish ice hockey stars through developmental programs.
• Aurora League: Ensuring continued growth and competitiveness in Finland’s premier women’s league.

Veikkaus’ commitment goes beyond mere sponsorship—it actively contributes to shaping the future of Finnish ice hockey, ensuring the sport remains deeply embedded in the national culture.

Veikkaus’ Perspective: Strengthening Customer Experiences

Reija Laaksonen, Executive Vice President of People, Culture, and Communications at Veikkaus, emphasized the significance of this partnership in creating value for customers. She stated: “Thanks to the cooperation, we can continue to offer Veikkaus’ customers the interesting domestic betting products, services, and content they desire, and develop them even better. Our comprehensive partnership with the Finnish Ice Hockey Association allows Veikkaus’ channels to continue to be strongly involved in the most interesting moments and series of Finnish ice hockey.”

This focus underscores Veikkaus’ role in delivering an enhanced customer experience, integrating innovative services and betting opportunities tailored to Finnish hockey enthusiasts.

A Shared Vision for Sustainability and Growth

Lassi Rönkkönen, Sales and Marketing Director of the Finnish Ice Hockey Association, expressed excitement about the partnership’s future: “We are very pleased that Veikkaus remains one of our main partners in the Leijonat family. We share Veikkaus’ values, and we believe that in the future’s changing business environment, sustainability will play an even greater role. Together with Veikkaus, we have lived and experienced the success moments of different Leijonat teams and built impactful marketing campaigns. It is great to continue the cooperation far into the future.”

This shared vision reflects a commitment to sustainable development within the sporting and betting industries, ensuring long-term benefits for all stakeholders involved.

Driving Innovation in Finnish Ice Hockey

The partnership not only secures financial backing but also fosters innovation in fan engagement and digital marketing. Veikkaus has been at the forefront of leveraging advanced technologies to create immersive experiences for hockey fans. Through this partnership:

• Interactive Betting Platforms: Customers gain access to exclusive betting products tailored to Finnish ice hockey events.
• Enhanced Content Delivery: Veikkaus utilizes cutting-edge channels to deliver engaging content, offering fans unparalleled insights into their favorite teams and players.
• Memorable Campaigns: Collaborative marketing campaigns between Veikkaus and FIHA highlight the emotional and cultural significance of Finnish ice hockey, strengthening fan loyalty.

These initiatives position Finnish ice hockey as a global example of how technology and tradition can coexist to deliver exceptional sports experiences.

Promoting Inclusivity and Grassroots Development

Beyond professional hockey, the partnership also addresses inclusivity and grassroots development. Veikkaus and the FIHA are working together to ensure:

• Youth Engagement: Expanding hockey programs to reach aspiring players across Finland.
• Gender Equality: Supporting the Aurora League and women’s national teams to inspire young female athletes.
• Community Impact: Building stronger connections between local communities and the sport, fostering a sense of belonging and shared pride.

These efforts ensure that ice hockey remains accessible to all, nurturing the sport’s growth from the grassroots to elite levels.

A Decade of Shared Success Stories

The renewed agreement builds upon a decade of remarkable achievements between Veikkaus and the Finnish Ice Hockey Association. Together, they have celebrated milestones such as:

• World Championship Victories: Supporting the men’s national team in its triumphs on the world stage.
• Aurora League’s Growth: Witnessing the women’s league achieve new levels of recognition and competitiveness.
• Youth Development Success: Empowering the U20 national team to consistently perform at an elite level.

By extending their collaboration, Veikkaus and FIHA aim to create even more unforgettable moments for fans and players alike.

Looking Ahead: A Future for Finnish Ice Hockey

As the partnership extends until 2030, Veikkaus and the Finnish Ice Hockey Association are poised to adapt to the evolving sports landscape. With a focus on innovation, sustainability, and inclusivity, this collaboration will continue to elevate Finnish ice hockey to new heights. Fans can look forward to more engaging experiences, while players will benefit from increased resources and support.

FAQs About Veikkaus’ Partnership with the Finnish Ice Hockey Association

1. What is the recent announcement about Veikkaus and the Finnish Ice Hockey Association?

Veikkaus has extended its partnership with the Finnish Ice Hockey Association (FIHA) until 2030. This agreement ensures continued collaboration across the Finnish men’s, women’s, U20 national teams, and the Aurora League.

2. Which teams and leagues are included in the partnership?

The partnership covers:

• Finnish Men’s National Team
• Finnish Women’s National Team
• Finnish U20 National Team
• Aurora League (the premier women’s ice hockey league in Finland)

3. What does Veikkaus aim to achieve through this partnership?

Veikkaus aims to enhance customer experiences by offering tailored betting products, services, and content. The company also seeks to play a significant role in promoting Finnish ice hockey while focusing on sustainability and innovation.

4. How does this partnership benefit Finnish ice hockey?

The partnership provides financial backing, supports youth and grassroots programs, promotes gender equality, and delivers engaging marketing campaigns to boost the sport’s visibility. It also helps sustain and grow the sport at all levels.

5. What role does sustainability play in the partnership?

Both Veikkaus and the Finnish Ice Hockey Association emphasize sustainability in their collaboration. They aim to adapt to changing business environments and prioritize long-term development for the benefit of the sport and its stakeholders.

6. How does Veikkaus contribute to fan engagement?

Veikkaus uses advanced technologies to create interactive betting platforms, deliver enhanced content through digital channels, and develop impactful marketing campaigns. These initiatives strengthen fan loyalty and enrich the hockey-watching experience.

7. How has Veikkaus supported the growth of Finnish ice hockey in the past?

Over the years, Veikkaus has contributed to key milestones such as:

• Supporting world championship victories by the men’s national team.
• Elevating the Aurora League and women’s hockey.
• Empowering the U20 team’s development and performance.

8. What are the long-term goals of this extended partnership?

The extended collaboration aims to:

• Foster inclusivity and grassroots development.
• Promote gender equality in ice hockey.
• Enhance fan experiences through innovative platforms.
• Secure Finnish ice hockey’s future by building on shared success stories.

9. How does the partnership impact the Aurora League?

The partnership provides essential support for the Aurora League, ensuring continued growth, competitiveness, and greater visibility for women’s ice hockey in Finland.

10. Why is this partnership significant for Finland’s national sport?

Finnish ice hockey holds a special place in the nation’s culture. The Veikkaus-FIHA partnership ensures the sport remains deeply rooted in the country’s identity while driving its growth and sustainability on both national and international levels.

11. How will this partnership evolve until 2030?

The collaboration will focus on adapting to the changing sports landscape by incorporating advanced technologies, driving sustainability initiatives, and ensuring inclusivity while continuing to support Finnish hockey at all levels.