Finland's Sports Sponsorship Landscape to Shift Dramatically with New Gambling Law

Finland's sports landscape is set for a dramatic transformation on July 1, 2027, with the implementation of a new gambling law. This legislation will partially dismantle Veikkaus's long-standing monopoly, opening the door for licensed international and domestic companies to offer sports betting and online casino games.

The most significant impact will be on sports sponsorship. Previously, Veikkaus was the sole source of gambling-related sponsorship for sports, culture, and events. The new law, however, permits licensed operators to advertise, which is expected to inject at least 10 million euros annually into professional sports. This influx of cash will reshape the sponsorship market and the visual identity of Finnish sports.

Leagues and teams are already anticipating major shifts. The Veikkausliiga, Finland's top football league since 1992, is likely to bear a new sponsor's name next year as its current contract with Veikkaus expires. Similarly, the Ski Federation has already partnered with Paf, an Åland-based gaming company. While Veikkaus will continue sponsoring the SM-liiga (ice hockey), individual clubs will be free to sign deals with other gaming companies. This means fans may soon see a wide array of international betting firms advertised on team jerseys.

Concerns exist about the potential saturation of gambling advertisements. Paf's CEO, Christer Fahlstedt, predicts that Finnish football broadcasts could soon feature up to 20 such ads, questioning the impact on the enjoyment of watching sports. Despite the monopoly's partial end, Veikkaus is expected to maintain a strong presence. Many major federations, including ice hockey, athletics, football, and the Olympic Committee, will continue their partnerships with the state-owned company. However, sports like basketball and floorball, which Veikkaus previously dropped, may find new opportunities with other operators.

The opening of the gambling market also presents new avenues for individual athletes. Veikkaus has begun sponsoring individual athletes, such as pole vaulter Wilma Heltelä, and teams like Jokerit, who are returning to the SM-liiga. International gaming firms are also showing interest in high-profile Finnish athletes who have built a strong personal brand on social media, potentially allowing them to earn significant income even outside mainstream sports.

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This is what awaits you too. It really affects the enjoyment of watching sports.