Veikkaus Signs Mikko Rantanen as New Brand Ambassador
Finland.- 7 October 2026 | www.zonadeazar.com Veikkaus has signed Finnish ice hockey star Mikko Rantanen as its new brand ambassador, strengthening its connection with one of the company’s most important sports in Finland.
The agreement coincides with Veikkaus renewing its official partnership with the NHL in the Finnish market.
Leading Finnish NHL Star
Rantanen currently plays as a forward for the Dallas Stars and has established himself as one of Finland’s leading NHL players.
Among the major achievements of his career is winning the Stanley Cup with the Colorado Avalanche in 2022.
Hockey at the Centre of the Strategy
Veikkaus maintains a significant presence across Finnish ice hockey, from domestic competitions through to the NHL.
The company describes ice hockey as its most important betting sport and intends to use the Rantanen partnership to expand content aimed at Finnish fans.
Statements
Rantanen highlighted Veikkaus’s long-standing involvement in Finnish ice hockey and said the partnership would provide an opportunity to promote hockey culture alongside responsibility and fair play.
He said those principles are values he strongly supports both within and beyond professional sport.
Veikkaus Highlights Rantanen’s Profile
Veikkaus Executive Vice President of Domestic Betting and Online Gaming Jarkko Nordlund described the appointment as a natural continuation of the company’s long-term commitment to ice hockey.
He highlighted Rantanen’s elite performance, dedication and teamwork as qualities aligned with Veikkaus’s values.
NHL Partnership Renewed
Alongside the individual ambassador agreement, Veikkaus has renewed its partnership with the National Hockey League in Finland.
The company will continue as an official partner of the league in the Finnish market and expand NHL-related content across its channels.
More NHL Stars Across Veikkaus Content
The league partnership will also allow other NHL players to feature more prominently across Veikkaus content and activations.
Rantanen will serve as a central figure in that strategy, while the company also plans to feature a wider selection of international and Finnish stars.
Content for Hockey Fans
Veikkaus Head of Sponsorship Tuomo Torkkola said the relationship with Rantanen extends beyond simply using a familiar face in advertising.
The company intends to create content focused on dedication, fair play, responsibility and the values associated with sporting success.
VeikkausTV Continues NHL Coverage
VeikkausTV will continue broadcasting games during the 2026/27 NHL season.
The platform has already used its NHL partnership to deliver league content and live games to Finnish audiences.
Presence Across Finnish Hockey
Veikkaus’s wider hockey strategy includes involvement with:
- National teams.
- Liiga.
- Mestis.
- Aurora League.
- NHL.
The company aims to maintain a broad presence across the Finnish ice hockey ecosystem.
Industry Context
High-profile athlete partnerships remain an important branding tool for betting and lottery operators seeking stronger recognition and deeper connections with sports audiences.
In Finland, ice hockey has particular importance both within sporting culture and betting activity.
Next Steps or Impact
Rantanen will feature in new Veikkaus and NHL-related content throughout the 2026/27 season.
His appointment strengthens Veikkaus’s positioning within Finnish ice hockey and expands its content strategy as the domestic gambling market moves towards a new regulatory phase.
Editó: @fonta
