Veikkaus appoints two Board Members

Veikkaus has strengthened its Board of Directors with the appointment of Janne Rajalahti and Eeva Salonen, as the Finnish state-owned operator prepares for structural changes in its domestic market.

The appointments come as Finland moves towards a licensing system that will open the online gambling sector to competition, ending Veikkaus’ long-standing monopoly in key verticals such as online casino and sports betting.

Veikkaus Chair Kaisa Olkkonen said: "Our preparations for the new licensing system and the opening of competition in the Finnish market are well under way." 

Olkkonen added: "The Board is strengthened with extensive experience from companies operating in international markets as well as demanding transformation situations."

The operator stated that both Rajalahti and Salonen bring experience in international business operations and organisational transformation, which it expects will support its transition as market conditions evolve.

Finland is planning to liberalise its online gambling market, with regulatory changes expected to reshape the competitive landscape and introduce new operators into the jurisdiction.

Veikkaus has outlined ambitions to expand beyond its domestic base, targeting a position as an international gambling group by 2030. The Board appointments form part of that longer-term strategy, as it adjusts to regulatory changes and increased competition. 

The move also reflects a broader trend among state-owned operators in Europe, many of which are restructuring governance and leadership frameworks ahead of market liberalisation.

While Veikkaus continues to operate under its current monopoly model, preparations for a competitive environment have accelerated, including internal transformation initiatives and strategic planning.

Veikkaus has continued to adjust its operations ahead of regulatory changes. In March 2026, the operator returned as the main sponsor of the Finnish Floorball Federation, following the sport’s reinstatement in its betting offering after a disciplinary process. The agreement runs until the end of 2026 and supports the upcoming World Championships in Tampere.