Finnish sports clubs already receiving gambling sponsorship offers

Finnish professional football and ice-hockey clubs are preparing for an expansion of gambling sponsorship when Finland liberalises its gambling market in July 2027. Under changing regulations, marketing and sponsorship by international gambling companies will be permitted.

Belgian-founded gambling company 711 Group is allegedly set to become Veikkausliiga’s new main partner when Veikkaus’s more than 30-year naming partnership comes to an end.

A local newspaper, Yle, has conducted a study surveying SM-liiga and Veikkausliiga clubs, the country's major sports leagues. SM-liiga is Finland's top men’s professional ice hockey league, while Veikkausliiga is its football equivalent.

A survey was sent out to a total of 29 clubs, and 11 responded. Nine clubs say they have already received approaches from international gambling companies.

Tampere-based hockey club Tappara says several companies have approached the club about possible cooperation. Furthermore, Football club Kuopion Palloseura, or KuPS, was the only club that provided monetary evaluations. The club estimates that its sponsorship revenue could increase by €300,000 ($348,411) – €600,000.

Yle also reported comments from the gambling trade association Rahapeliala ry's CEO, Mika Kuismanen, regarding these opportunities. Kuismanen did not comment on individual sponsorships, but rather assessed the emerging market in general. Regarding football, he noted that sums estimated by KuPS are realistic for some clubs.

Kuismanen stated: “In ice hockey, we have clubs that compete at high levels. Football and ice hockey are sports that will benefit financially from this change to a considerable degree.”

Still, he argues that leagues and clubs should be moderate regarding their expectations, saying: “This reform will increase income within sport. I would also dare to argue that Finnish sports, clubs and leagues have had excessively high expectations of their market value. This is not going to be the gold mine that many people think it will be.”

Kuismanen says that the public should not expect international companies to announce their partnerships immediately. As a general rule, agreements will only be announced after 1 July next year.