Veikkaus and Viaplay enter multi-year partnership – featuring Premier League, NHL, IIHF Ice Hockey World Championship, and F1

World-class sports combined with responsible, entertaining betting create a solid bond, which we want to further fortify through this agreement. The agreement includes industry-exclusive access to the sports series NHL and the Premier League, favourites of the Finnish audience. Moreover, the cooperation covers the upcoming F1 season, and the IIHF Ice Hockey World Championship, held in the spring. 

– I’m really delighted about the multi-year agreement. It will serve both parties at present and in the future. We both parties are dedicated to developing the top sports consumer experience, where the requirements keep growing. It is of utmost importance that we respond to the challenge with the highest quality. We want to be where sports fans are, says Jarkko Nordlund, Veikkaus’ Executive Director.

The agreement includes not only elements of coverage, but also cooperation on program content.

– We have agreed on the outlines, whereas the details are being constantly finetuned. Our goal is to increase consumer awareness about our services by making available a responsible and entertaining way to combine betting with sports spectating, Mr Nordlund says.

Viaplay’s Head of Partnerships, Commercial Sport Mikael Antolainen is also pleased about the long-term agreement.

– We are thrilled to start a long-term, creative partnership with Veikkaus, a close and reliable partner to us already. Our offerings will help Veikkaus to reach sports fans every day of the year, guaranteeing them premium-level customer experiences for years to come, Mr Antolainen points out.

– With Viaplay, you can find the best and most entertaining live sports content in conjunction with versatile marketing elements we provide and which we develop by closely listening to our sponsors and advertising partners.

For further information, please contact:

Jarkko Nordlund, Executive Director +358 9 4370 7000 (Veikkaus’ Communications)
Mikael Antolainen, Head of Partnerships, Commercial Sport Finland +358 45 277 5991