Betsson has formally signed a new partnership deal with Finnish football club Helsingin Jalkapalloklubi (HJK Helsinki).
Indeed, the new deal will last for five-and-a-half-years, commencing when Finland's de-monopolised online gambling market opens in July 2027 and running until 2032. As such, this partnership represents the largest in the history of Finnish football – with HJK Helsinki being arguably the nation's biggest football club.
However, it has been outlined that this partnership will require Betsson to obtain an operating licence in the nation in order to commence, as per new legislation laid out as part of the market's restructuring. Although several organisations have already secured licences in Finland, Betsson has not yet made any such announcement.
Last month, it was revealed that 75 applications had already been submitted for licences in the Finnish market, with numerous authorities having more recently called for tighter oversight once the market opens next year.
Commenting on this latest development was HJK Helsinki CEO Aki Riihilahti, who said: "We would like to thank Betsson for this historic agreement. The extensive cooperation shows HJK's unique position in Finnish sports.
"After a careful process, we wanted an international and responsible operator like Betsson to build the future of the Club together. The financially and operationally significant and long-term agreement gives us the opportunity to invest even more in sporting success"
This latest development falls in the wake of a juxtaposed Q3 financial report, released by Betsson yesterday, which highlighted a 10.4% year-on-year revenue rise to €326.5m ($366.8m) alongside a 44% drop in profit. Speaking exclusively to Global Gaming Insider, CEO Pontus Lindwall explained that profit remains in growth on a sequential quarterly basis.
Also speaking on this latest announcement was Betsson's Country Manager for Finland, Jussi Metsiö, who said: "We are really proud and excited to have the flagship of Finnish football in our international football family alongside other teams. HJK's strong history, ambition and passionate community of supporters make this a special partnership for us. We want to be involved in building the Club's next big moments"
Finland's de-monopolisation has been subject to some contention, as current monopoly operator Veikkaus will retain its lottery and retail monopolies while also being able to compete in the online sector
