SM liiga and Veikkaus continue their cooperation.
SM liiga and Veikkaus continue hand in hand. Jaakko Stenroos / AOP
The Norwegian Hockey League and Veikkaus have agreed on a long extension contract. The contract is for five years, the SM league informs on their website.
The new contract begins in the 2026–27 season and extends to the end of the 2030–31 season.
The agreement is described in the press release as “historic in terms of size and importance”.
The agreement is related to the reform of the gambling system in 2027 and the reform of the League’s series format.
– We are really satisfied that Veikkaus will continue as the main cooperation partner of the League with a multi-year contract. Both Liiga and Veikkaus are living through a time of change, and together we can support each other’s success in the future as well, CEO Mikko Pulkkinen says in the announcement.
Pulkkinen says that the cooperation can be seen strongly in the SM league matches and its various channels in the new contract period.
According to Pulkkinen, Veikkausen’s long cooperation agreement shows the growth of interest in the SM league.
Veikkaus also received the news with joy.
– Ice hockey is a really important sport for Finns and Veikkaus, and the continuation of cooperation with the League is an important part of our extensive cooperation package for Finnish ice hockey. Also, the League’s renewed series system and the resulting fresh decisions further increase the series’ interest. Veikkaus wants to be actively involved in developing the future of Finnish ice hockey. In cooperation, we build a better game, Veikkaus’ director of human resources and communications Reija Laaksonen commented in Veikkaus’s in the bulletin.