Betsson and HJK seal five-and-a-half-year deal conditioned on licence

Betsson and HJK Helsinki have signed a commercial agreement for five and a half years announced on 22 October 2026, scheduled to start on 1 July 2027 and run until 31 December 2032. The implementation of the agreement is conditional on Betsson obtaining the relevant licence under Finnish gambling legislation.

Scope and duration of the deal

The contract covers HJK Helsinki’s senior men’s and women’s teams and joins Betsson’s international network of football partnerships. HJK described the deal as "the largest club partnership in the history of Finnish football", although it did not disclose the financial value of the contract.

The planned five-and-a-half-year term sets this agreement apart from seasonal sponsorships and allows HJK to plan commercially and sportingly with a horizon to the end of 2032. HJK said the scale and length of the deal will create additional opportunities to invest in sporting success, but it did not detail how support will be split between the men’s and women’s teams or which specific projects will receive funding.

"After a careful process, we wanted an international and responsible operator like Betsson to build the Club’s future together. The agreement gives the opportunity to invest even more in sporting success," said Aki Riihilahti, CEO of HJK’s operating company.

Regulatory condition: the Finnish licence

The agreement’s entry into force is tied to the restructuring of the Finnish gambling market. The new Gambling Act foresees most of its provisions coming into force on 1 July 2027 and will allow operators with the appropriate licence to compete in sectors previously under a state system.

Licence applications could be submitted from 1 March 2026 and authorisations are scheduled to take effect on 1 July 2027. During the transitional period, the Finnish National Police Board has been the authority receiving applications. In September 2026 it was reported that 75 applications had been filed, a figure that reflects industry interest. Betsson’s announcement does not confirm that the company has yet obtained the necessary authorisation.

Reactions and statements

Aki Riihilahti presented the agreement as a commercial and sporting milestone for HJK. Betsson, for its part, expressed satisfaction at adding the club to its international network. Jussi Metsiö, Country Manager of Betsson for Finland, said: "We are truly proud and excited to have the flagship of Finnish football in our international football family alongside other teams. HJK’s history, ambition and passionate supporter community make this partnership special. We want to be part of building the Club’s next big moments."

Betsson’s statement did not specify additional commercial rights, payment terms or performance-linked obligations.

Betsson’s financial context

The announcement coincided with Betsson AB’s third-quarter results published on 22 October 2026. The company reported revenue of €326.5 million for July–September, compared with €295.8 million in the same quarter of 2025, an increase of about 10.4%.

Profitability, however, showed a contraction: net profit fell to €28.2 million from €50.1 million, a decrease of roughly 44%. Operating profit dropped 31% to €46.1 million and EBITDA fell to €63.4 million from €82.5 million.

Betsson has not linked those results to the HJK agreement nor given a contract figure, so it is not possible to quantify the sponsorship’s point contribution to its future accounts today.

Implications for Finnish sport and next steps

If the licence is granted and the deal begins on 1 July 2027, HJK would have a stable commercial platform until 31 December 2032 that, according to the club, would facilitate planning and sporting investment in both senior teams. For Betsson, the partnership represents an opportunity to expand its presence in Finland within its international sponsorship network.

Upcoming milestones to watch are: the Finnish National Police Board’s decision on Betsson’s application and the publication of contractual details by both organisations, which so far have not disclosed the financial amount or operational clauses of the agreement.

"We want to be part of the Club’s next big moments," added Jussi Metsiö, underlining Betsson’s commercial intent without offering figures.