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Veikkaus and Viaplay Enter into a Multi-year Partnership European Gaming Industry News

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Veikkaus and Viaplay Group have signed a major multi-year partnership agreement. The new partnership guarantees enjoyable experiences to the customers of the two companies, covering top sports to an unprecedented range.

The agreement includes industry-exclusive access to the sports series NHL and the Premier League, favourites of the Finnish audience. Moreover, the cooperation covers the upcoming F1 season, and the IIHF Ice Hockey World Championship, held in the spring.

“I’m really delighted about the multi-year agreement. It will serve both parties at present and in the future. We both parties are dedicated to developing the top sports consumer experience, where the requirements keep growing. It is of utmost importance that we respond to the challenge with the highest quality. We want to be where sports fans are,” Jarkko Nordlund, Executive Director of Veikkaus, said.

The agreement includes not only elements of coverage, but also cooperation on programme content.

“We have agreed on the outlines, whereas the details are being constantly finetuned. Our goal is to increase consumer awareness about our services by making available a responsible and entertaining way to combine betting with sports spectating,” Mr Nordlund said.

Viaplay’s Head of Partnerships, Commercial Sport Mikael Antolainen said: “We are thrilled to start a long-term, creative partnership with Veikkaus, a close and reliable partner to us already. Our offerings will help Veikkaus to reach sports fans every day of the year, guaranteeing them premium-level customer experiences for years to come.”

Niji Narayan

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