Veikkaus and Jokerit Sign Long-Term Partnership Deal

Veikkaus, Finland’s state-owned gaming operator, and Jokerit, one of the country's most iconic ice hockey teams, have entered into a long-term strategic partnership. The collaboration, which officially begins in the summer of 2025, is set to continue until 2031. This agreement represents not only a business alliance but also a shared commitment to innovation, community engagement, and sustainable development in their respective fields.

The timing of this partnership is particularly significant, as both entities are undergoing substantial transformations. Veikkaus is preparing for a major legislative reform in Finland’s gaming industry, expected to take effect in 2026. Meanwhile, Jokerit is pursuing a return to the premier Finnish ice hockey league, Liiga, after a period of absence.

A shared heritage and aligned values

Veikkaus and Jokerit each hold a well-established and respected place within Finnish society. Their histories are deeply embedded in the cultural and recreational life of the country. Veikkaus has been a central figure in the Finnish gaming landscape, while Jokerit, established in 1967, is a household name in Finnish ice hockey, known for its passionate fan base and strong brand identity.

Reija Laaksonen, Executive Vice President of People, Culture and Communications at Veikkaus, emphasized the importance of shared history and future outlook in her statement:

“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.”

This sentiment is echoed by Jokerit Chairman Mikko Saarni, who noted that the alignment of the two strong, emotionally resonant Finnish brands presents an opportunity to innovate and reconnect with their audiences in meaningful ways:

“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.”

Reinventing fan and customer engagement

Beyond the corporate and strategic alignment, the partnership is poised to offer a host of new opportunities for customer and fan engagement. Veikkaus has expressed its intent to provide unique, experience-based benefits for its clientele through this collaboration.

Tuomo Torkkola, Head of Sponsorship at Veikkaus, highlighted some of the early plans for fan interaction:

“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.”

This indicates a broader trend toward personalized engagement strategies within both the gaming and sports industries. Exclusive experiences, early-bird access to events, and interactive promotions have become critical tools for maintaining loyalty and enhancing brand value in today’s competitive entertainment market.

Finland’s upcoming gambling reform

A key influence behind this partnership is the anticipated restructuring of Finland’s gambling regulations, which is expected to bring significant changes to the industry. Veikkaus, as the sole legal gambling operator in Finland, has faced increasing scrutiny and regulatory pressure in recent years due to evolving public attitudes and policy debates surrounding gambling-related harm and market competition.

The Finnish authorities have declared that a comprehensive overhaul of the nation’s gambling framework is set to take effect in 2026. This reform is likely to introduce a licensing model that permits foreign operators to enter the market under regulated conditions, thereby ending Veikkaus’ longstanding monopoly. As a result, Veikkaus is undergoing significant organizational and strategic changes to remain competitive in this new environment.

The partnership with Jokerit may serve as a strategic move to strengthen Veikkaus’ brand positioning and customer engagement before the new competitive landscape takes shape. Associating with a high-profile sports brand like Jokerit could provide Veikkaus with enhanced visibility and loyalty among key consumer demographics.

Jokerit's ambition to rejoin the Liiga

Jokerit’s side of the transformation involves an ambitious return to the Finnish Liiga, the highest level of professional ice hockey in the country. After years of playing in the Russia-based Kontinental Hockey League (KHL), Jokerit withdrew from the KHL in 2022 following the geopolitical tensions arising from the war in Ukraine.

The team has since been rebuilding its organizational structure, re-establishing its domestic roots, and preparing for a return to Finland’s elite hockey competition. A strategic partnership with Veikkaus at this juncture is likely to provide both financial stability and a stronger platform for reaching broader audiences.

The collaboration may also pave the way for innovative forms of sponsorship activation that combine live sports, digital entertainment, and gaming experiences.

A modern model of corporate sponsorship

The agreement between Veikkaus and Jokerit reflects broader trends in modern corporate sponsorships. No longer limited to brand placements and static advertisements, sponsorships today are increasingly about content, co-created experiences, digital engagement, and community outreach.

The value proposition of a partnership lies not only in visibility but also in the quality of engagement it delivers to consumers. Veikkaus and Jokerit seem to acknowledge this shift, with their announced strategies indicating a transition toward contemporary sponsorship models.

Legal and reputational risk management

It is also worth noting that given the legal and public scrutiny often associated with gambling companies, Veikkaus is taking care to align itself with partners and initiatives that support responsible gaming and contribute positively to Finnish society.

In this context, the collaboration with Jokerit — a well-established and reputable Finnish sports brand — may help to reinforce Veikkaus’ image as a responsible and community-oriented organization. Both entities have made statements that indicate a shared commitment to ethical conduct, stakeholder value, and long-term sustainability.

Given that the gaming industry can attract criticism, this partnership appears to be structured in a way that minimizes reputational risk by emphasizing transparency, customer value, and positive societal impact.

Conclusion

The long-term partnership between Veikkaus and Jokerit signifies more than a typical commercial agreement—it is a strategic alignment between two of Finland’s most influential and culturally significant brands. Set against a backdrop of regulatory reform and sporting resurgence, the collaboration represents a forward-thinking approach to corporate sponsorship, customer engagement, and brand revitalization.

For Veikkaus, this partnership provides a timely opportunity to reinforce its market presence and customer loyalty ahead of a major shift in Finland’s gaming landscape. For Jokerit, the alliance offers valuable support as the team seeks to reclaim its position in the country’s premier ice hockey league. Together, they aim to offer fans and customers new, exciting, and responsible ways to engage with their brands.

By focusing on shared values, innovative experiences, and strong community ties, both organizations are poised to navigate their respective transitions with stability and purpose. If successful, the Veikkaus-Jokerit partnership may well serve as a model for other entities in the gaming and sports sectors looking to adapt and thrive in a rapidly evolving environment.

FAQs

What is the duration of the Veikkaus and Jokerit partnership?
The partnership is set to run from the summer of 2025 through to 2031.

Why are Veikkaus and Jokerit partnering now?
Both organizations are entering critical periods of transformation and see mutual benefit in collaborating to strengthen their positions and reach.

How does this partnership benefit Veikkaus customers?
Customers can expect access to exclusive experiences, events, early ticket sales, and prize draws.

What major change is Veikkaus preparing for?
Veikkaus is preparing for a significant reform in Finland’s gaming legislation, expected to take effect in 2026.

Is Jokerit returning to Liiga?
Yes, Jokerit is aiming to return to the top-tier Finnish ice hockey league, Liiga, in the upcoming season.

How does this partnership reflect modern sponsorship trends?
It emphasizes customer engagement, exclusive experiences, and brand storytelling over traditional advertising.

What does Veikkaus hope to achieve with this deal?
Veikkaus aims to enhance its brand visibility and customer loyalty ahead of a more competitive gaming market.

What are Jokerit's goals in this collaboration?
Jokerit seeks to reinforce its brand, connect with fans, and gain support as it re-establishes itself in Finnish domestic hockey.

Will this partnership involve responsible gaming initiatives?
While not detailed, Veikkaus is known for promoting responsible gaming and likely aims to uphold this standard through the partnership.

Is there any risk of controversy or legal dispute from this deal?
Both organizations have taken a measured and professional approach, focusing on shared values and minimizing reputational risks.