Published: February 2, 2024

Veikkaus signs up with Viaplay Group

Finnish monopoly operator Veikkaus has signed a multi-year partnership with Viaplay Group.

The deal will aim to offer customers “an even more comprehensive and enjoyable top sports consumer experience,” incorporating the NHL and the Premier League.

The deal will also be extended to the new Formula 1 season and hockey’s World Cup tournament.

Veikkaus’ business director Jarkko Nordlund said: “Both of us have wanted to commit to developing the consumer experience of top sports, where the demands are growing all the time. It is really important to answer that challenge with quality. We want to be where the passionate followers of the sport are.”

Mikael Antolainen, Viaplay Group's director responsible for sponsorship and advertising partnerships, added: “Through our offering, Veikkaus reaches passionate sports followers every day of the year, who will continue to be guaranteed a premium-level customer experience.

“We have the best and most entertaining content in sports as well as versatile elements for sale to partners, which are constantly developed by listening to customers and sensing the environment.”

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