North America’s National Hockey League (NHL) has today (March 20) announced a sports betting partnership with Veikkaus in Finland.

Through the tie-up, the government-owned betting company will serve as the official sportsbook of the NHL in the Scandinavian country and have access to tailored hockey content.

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The agreement covers the remainder of the current NHL season and the 2023-24 campaign.

As part of the deal, Veikkaus’ channels will receive “unique and engaging” NHL content, while the league will integrate the bookmaker into content designed specifically for Finnish fans on nhl.com/fi.

The VeikkausTV platform will allow its customers to watch and play along with live broadcasts of regular season and postseason games, including the Stanley Cup Playoffs.

Last month, the NHL partnered in Sweden with Unibet, the online betting site owned by Kindred Group.

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Tuomo Torkkola, Veikkaus' relationship manager, said: “The NHL is one of Veikkaus Betting's most popular offerings. By officially partnering with the NHL, we will be able to bring more content from the world's highest-level hockey league to our channels in the future.

“Ice hockey is a very important sport for Veikkaus, and this collaboration expands our comprehensive ice hockey offerings even further. The NHL is a meaningful league with a number of Finnish stars for many of Veikkaus' customers.”

Joseph Stravato, NHL director of business development, added: “We are thrilled to partner with Veikkaus to deliver premium NHL content that hockey fans in Finland crave.

“This partnership is one of the many ways in which we work to superserve NHL fans in Finland and grow our international fan base.”