Veikkaus Given go Ahead as Official Rep of NHL Betting in Finland

Recent news around global gambling saw North America’s professional ice hockey league, the NHL, confirm details of a partnership with Finnish gambling brand Veikkaus. This link-up sees Veikkaus become the official sportsbook of the NHL in Finland. Under the details of the partnership, the Finnish gambling operator becomes the NHL’s official betting rep for the current season and also for the 2023/24 campaign. 

But what more should we know about this deal and who are Veikkaus? 

Who are Veikkaus? 

Although Veikkaus might be a familiar name to people in Finland, it is a brand that people in other parts of the world may not know. They are a state-run gambling operator and are owned by the Finnish Government. Although this latest news revolves around its sports betting offering, it is also known for being the go-to place in Finland for iGaming. 

To further highlight this, Sanna Heinonen, of Finnish online casino review site kasinonetti.com, stated that:

“Veikkaus is the top place for Finnish people to head online when playing casino games, lottery games, or scratchcards. They are a real giant in terms of online gaming in the country and any new collaboration in areas such as sports betting will only make them stronger.” 

NHL and Veikkaus confirm partnership

With the expansion of the global sports betting market predicted to hit 9.1% by 2031, it is clear how popular betting on sports is. This is very true in Finland, where sports such as the NHL help make betting something that people all around the country love to get involved with. 

As a result, there is no doubt that Veikkaus being chosen as the NHL’s official sportsbook partner in Finland was a major news story. It saw North America’s top hockey league confirm that the state-owned Finnish sportsbook was their choice as the official NHL sports betting platform in the country. 

This, of course, is a major coup for Veikkaus and should help them become even more popular with sports bettors in Finland. With ice hockey being one of the most popular sports for Fins to not only follow but also to bet on, being the confirmed NHL sportsbooks partner in the country should see them attract a lot more customers. 

Of course, this news is also very positive for the NHL itself. It enables it to not only expand its reach further into Europe but also to do so via a respected, legitimate sportsbook partner. This could see even more people getting into ice hockey around Finland through betting on it, and it could even see more people begin to follow the NHL as a result. 

Unique experiences expected for Finnish hockey fans 

Due to this blockbuster collaboration between Veikkaus and the NHL, Finnish fans of the top ice hockey league are set to gain access to unique data. This is expected to include tailored hockey content that is personal to each customer and designed to offer a more authentic, enhanced experience. 

But how will this work in practice? It is thought that this partnership will see Veikkaus access official NHL content, which will then enable it to offer a more engaging user experience to customers. It is also believed that this deal will see the NHL publish content specifically created for Finnish audiences via a range of digital channels. This could be anything from live regular season/post-season game broadcasts via VeikkusTV to Stanley Cup playoff matches. 

Positive deal for the NHL and Finnish sports betting 

As confirmed by the NHL’s director of business development, Joseph Stravato, partnering with Veikkaus will enable the league to offer top-class content to hockey fans in the country. As previously noted, it will also see the NHL itself reach more hockey fans in Finland and expand its reach further globally. When you consider that the NHL is already one of the most popular sports to bet on at Veikkaus, you can see just what a boost making them an official sportsbook partner could bring. 

This interest in the NHL, which already exists from Finnish bettors, seems to signal good times ahead for this partnership. It should certainly allow Veikkaus to deliver even more top-class content to its customers who like to bet on hockey games. Due to this, and the NHL’s popularity in the country, it is highly likely that news of this link-up will be welcomed by Finnish bettors. 

NHL makes Veikkaus its official sportsbooks partner 

Ice hockey is not only a major sport globally but also one that has plenty of fans around Finland. As a result, the NHL is a league that attracts lots of attention and is a go-to choice for many people who like to bet on sports in the country. News of Veikkaus being made the NHL’s official sportsbook partner is, therefore, hugely positive for Finnish sports betting.