Veikkaus Enters into Long-term Partnership with Jokerit

Veikkaus and Jokerit have signed a significant long-term partnership agreement extending through 2031.

The collaboration between the traditional Finnish gaming company and the iconic sports brand will begin in the summer of 2025. Both parties are entering a period of transformation filled with major opportunities.

Veikkaus is preparing for a major reform of Finland’s gaming system, set to take effect in 2026, while Jokerit aims to return to the nation’s top ice hockey league, Liiga, in the upcoming season.

“I’m truly pleased with the partnership agreement we’ve reached. Both of us have a remarkable history, which provides a strong foundation for building something new and impactful. The near future presents great opportunities for both Veikkaus and Jokerit to promote a better game and to strengthen our value to all stakeholders,” said Reija Laaksonen, EVP, People, Culture and Communications at Veikkaus.

“Both Jokerit and Veikkaus are well-known and emotionally resonant brands for the Finnish people. Together, we can create something that speaks to fans, customers, and the entire sports community in a fresh and exciting way. At Jokerit, we are very proud of this new, long-term partnership with Veikkaus,” said Mikko Saarni, Chairman of Jokerit.

The agreement will bring a range of exciting, experience-based opportunities for Veikkaus customers.

“Together, we will offer our customers exclusive experiences, events, prize draws, and early access to ticket sales, for example. More details will be shared soon through our own channels, said Tuomo Torkkola, Head of Sponsorship at Veikkaus.