Finnish Superpesis, the highest professional league of pesäpallo, a national bat-and-ball sport often called Finland’s baseball, has signed Unibet as its partner.
The two signed a multi-year cooperation agreement, with the partnership starting in July 2027 when Finland liberalises its gambling market, provided that Unibet obtains a local licence. The deal covers both the men’s and women’s leagues.
Until now, Superpesis has maintained a cooperation agreement with Veikkaus.
Superpesis Board of Directors Chairman Vesa Karjalahti told local media that the league held talks with several interested parties. The league aims to secure more funding and grow its popularity.
Joel Häkämies, Head of Unibet's Finnish operations, noted he is confident that Unibet will eventually secure the licence.
Finnish professional football and ice-hockey clubs are also preparing to expand gambling sponsorships ahead of market liberalisation.
Recently, Finnish news outlet Yle surveyed SM-liiga and Veikkausliiga clubs on potential partnerships. SM-liiga is Finland's top men's professional ice hockey league, while Veikkausliiga is its football equivalent.
A survey was sent to 29 clubs, and 11 responded. Nine clubs say they have already received approaches from international gambling companies.
Yle also reported comments from the gambling trade association Rahapeliala ry's CEO, Mika Kuismanen, regarding these opportunities.
Kuismanen noted that leagues and clubs should be moderate regarding their expectations, saying: “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.”
Last week, Global Gaming Insider analysed whether Veikkaus will have a competitive advantage in a liberalised market, given that it will maintain its lottery monopoly and preserve its land-based position.
Veikkaus reported €936.3m revenue and €447.2m ($513.37m) profit for 2025; digital channels generated 61% of gross gaming revenue
