Mikko Rantanen, New Brand Ambassador for Veikkaus with Renewed NHL Agreement

Veikkaus has signed a sponsorship agreement with Mikko Rantanen, Finnish forward for the Dallas Stars and Stanley Cup champion, who becomes the company's new brand ambassador starting October 1, 2026. At the same time, Veikkaus has renewed its agreement with the National Hockey League (NHL) and will continue to be the league's official partner in Finland.

Mikko Rantanen Brand Ambassador for Veikkaus: What the Appointment Includes

Veikkaus introduced Mikko Rantanen as its new brand ambassador aiming to reinforce its positioning as the home of ice hockey in Finland. The contract includes Rantanen's active participation in advertising campaigns and the creation of NHL-related content that will be disseminated through Veikkaus channels.

Rantanen is described by the bookmaker as one of the most successful Finnish players in the NHL and a key figure for connecting with Finnish fans. In his public statements, the player said he is "excited" about the collaboration and emphasized his interest in promoting Finnish hockey culture and highlighting responsibility and fair play.

"I am proud to be involved in promoting Finnish hockey culture and highlighting responsibility and fair play, values that I strongly believe in," declared Mikko Rantanen.

Renewal of the NHL Partnership in Finland

The renewal of the agreement with the National Hockey League ensures that Veikkaus will continue as the official partner of the NHL in Finland. Veikkaus has communicated that the collaboration will allow bringing more NHL stars into the company's content and that the visibility of league players will increase on its channels.

Tuomo Torkkola, Head of Sponsorship at Veikkaus, stated that the cooperation with Rantanen and the continuity of the agreement with the NHL "holds broader significance for Finnish sports" and highlighted that both alliances are used to produce content that connects with customers and fans.

How the Partnership Will Be Reflected in Product and Communication

The two partnerships — with Rantanen and with the NHL — will be visible in several areas:

• marketing and advertising campaigns for Veikkaus;

• hockey-related content, including materials featuring NHL stars;

• presence at selected events and customer-targeted benefits;

• broadcasting of NHL games for the upcoming season through VeikkausTV.

Veikkaus has emphasized that hockey remains its most important betting sport and that these collaborations aim to strengthen the offering for fans. VeikkausTV, the company's streaming platform, will broadcast NHL season matches, increasing brand visibility in broadcasts that appeal to a mass audience in Finland.

Strategic Positioning and Institutional Messaging

Jarkko Nordlund, Executive Vice President of Domestic Betting and Online Gaming at Veikkaus, justified the decision by recalling the company’s commitment to Finnish hockey from the highest categories of national sport to its involvement with the NHL. Nordlund noted that Rantanen embodies "elite performance, dedication, and success built on teamwork", qualities that he believes align with Veikkaus's values.

Tuomo Torkkola added that the collaboration with Mikko is not limited to appearing in advertisements: the player is expected to participate in content creation and actions that highlight "long-term dedication, fair play, and responsibility". Veikkaus has explicitly listed the sporting areas it intends to support: national teams, Liiga, Mestis, Aurora League, and the NHL.

Commercial and Operational Impact for Veikkaus

From a commercial perspective, the company seeks to leverage the appeal of NHL stars to increase customer engagement and enhance its hockey betting products. The continuity of the NHL agreement facilitates Veikkaus's use of the images of international players alongside Rantanen in local content.

Operationally, the broadcasting of matches on VeikkausTV and the inclusion of content featuring international stars will require coordination among the company's sponsorship, content, and media teams, as well as concrete agreements with the NHL for player appearances in promotional materials.

What the Industry Should Know

For operators, sponsors, and content providers, the news confirms the trend of bookmakers combining high-profile national ambassadors with league agreements to maximize both local and global connection. In this case, Veikkaus links a top Finnish figure — Mikko Rantanen — to the structure of rights and visibility provided by the NHL.

For event providers and broadcasters interested in the Finnish market, the activation on VeikkausTV and optimal visibility in televised broadcasts indicate commercial opportunities in the upcoming season.

Practical Questions Regarding the Collaboration

Jarkko Nordlund and Tuomo Torkkola have been the main spokespeople in the press release disseminated by Veikkaus on October 1, 2026. The company communicates that concrete actions — advertisements, content featuring stars, and events — will roll out in the coming months and that visibility will be notable in NHL broadcasts and promotions targeted at Finnish fans.

hockey betting and related content will be the immediate focus in Veikkaus's offering, combining local capital and international rights to strengthen its position in Finland.