Obituary: Bank Director and Sports Leader Eero Multamäki

Eero Multamäki, an economist, bank executive, and dedicated sports leader, died at the age of 87 in Helsinki on April 4, 2026, following a serious illness. Born in Helsinki on April 19, 1938, Multamäki left a significant mark on both the Finnish banking sector and the world of sports.

Before the major banking mergers and the recession of the 1990s, Multamäki led the marketing team that conceived Kansallis-Osake-Pankki's (KOP) iconic new logo: a squirrel with a flicking tail. The accompanying television advertisements featured the bank's CEO with a deep voice declaring, "Tosi on!" (It's true!), which became a nickname for the KOP's CEO and a memorable part of Finland's economic history.

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Tosi on!

Multamäki was also a trailblazer in sports sponsorship in Finland. He initiated a sponsorship collaboration between KOP and the Finnish Ski Association under the slogan "Hiihto on nyt POP, terveisin KOP" (Skiing is POP now, greetings KOP). He fostered relationships with prominent athletes, sports executives, and politicians, mobilizing a broad movement that promoted the health of Finns.

Beyond his banking career, Multamäki was a versatile sports administrator. He served on the board of the Finnish Olympic Committee, chaired the Speed Skating Federation, acted as the general secretary for the 1983 World Speed Skating Championships in Helsinki, and led the Slalom Club. In the 1990s, he was a founding member and later honorary chairman of the Finnish Alpine Masters association, dedicated to veteran alpine skiers. Multamäki himself was an avid participant in long-distance skiing and alpine skiing, competing in events like the Finlandia Ski Marathon, Pirkan Hiihto, Holmenkollen, and Vasaloppet, and achieving multiple Finnish championship medals in alpine skiing for veterans.

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Skiing is POP now, greetings KOP.