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Veikkaus and Viaplay Forge Groundbreaking Multi-Year Sports Partnership



Elevating Sports Entertainment in Finland

In a pivotal move set to redefine sports entertainment in Finland, Veikkaus, the Finnish betting agency, has joined forces with the Viaplay Group, sealing a multi-year partnership that promises to deliver an unrivaled sports viewing experience to Finnish audiences.

A New Era of Sports Access

Unmatched Range of Premier Sports

This partnership marks a significant milestone in sports broadcasting, granting exclusive access to a host of top-tier sports series, including the NHL and the Premier League—two of the most followed sports leagues by the Finnish populace. Additionally, the collaboration extends to cover the adrenaline-fueled F1 season and the much-anticipated IIHF Ice Hockey World Championship, ensuring fans are on the front line of all the action.

Jarkko Nordlund, Veikkaus’s Executive Director, expressed his enthusiasm about the deal, emphasizing the mutual commitment to enhancing the sports consumer experience amid escalating demands. “It is crucial that we meet this challenge with unparalleled quality, staying aligned with where sports fans are,” Nordlund stated.

Collaborative Content and Enhanced Awareness

The partnership transcends mere broadcasting rights, embarking on cooperative program content development aimed at boosting consumer awareness about responsible and entertaining sports betting and viewing. “Our objective is to enrich the sports spectating experience by integrating responsible betting practices seamlessly,” Nordlund added.


Mikael Antolainen, Viaplay’s Head of Partnerships, Commercial Sport, highlighted the synergy between Veikkaus and Viaplay, “This partnership not only cements our existing relationship but also ensures that we offer sports fans premium-level experiences throughout the year.”

Conclusion: A Win-Win for Sports Fans

The collaboration between Veikkaus and Viaplay is a game-changer for sports enthusiasts in Finland, offering unparalleled access to premium sports content. As both entities work tirelessly to refine the details of this partnership, the future of sports entertainment in Finland looks brighter than ever, promising years of top-notch sports experiences. This strategic alliance is a testament to the evolving landscape of sports consumption, where quality, accessibility, and responsible betting converge to create the ultimate sports fan experience.

Following the completion of her master's degree in publishing and writing, Amanda embarked on her professional journey as an online editor for a prominent gaming blog. Now, she has smoothly transitioned into the iGaming industry, where she plays a vital role in upholding the highest standards of writing in our news pieces. Working closely with senior management, Amanda ensures that our content meets the utmost quality standards.

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