Finland's lottery operator Veikkaus has announced that it has signed an agreement with the National Hockey League, becoming the league's Official Betting Partner in Finland.
Veikkaus, which serves as a lottery monopoly in Finland, will get exclusive marketing rights in the country moving forward. There will be exclusive use of NHL content on the company's media channels, including online. There will also be select broadcast rights for full games on Veikkaus TV. The agreement will begin immediately and run through the 2023-2024 season.
Regarding the deal, Veikkaus Contract Manager Tuomo Torkkola said, "The NHL is one of the most popular betting destinations in Veikkaus. With the official partnership, we will be able to offer more content from the world's best ice hockey league on our channels in the future.
"Finnish players play significant and visible roles in several NHL teams, and that interests our customers. Ice hockey is a very important sport for Veikkaus, and this cooperation expands our comprehensive ice hockey offer even further."
NHL Business Development Director Joseph Stravato also commented, adding: "We are happy that Veikkaus became our partner to offer first-class NHL content. This partnership is one of the ways in which we aim to serve Finnish NHL fans and grow our fan base internationally."