The iGaming industry is always evolving, but sometimes, a shift occurs that has the power to be a game changer. The dismantling of Finland’s state monopoly on gambling is one such seismic event. The country’s move to a new licensing market in 2026 can open a realm of fresh opportunities, especially for its sports sector.
Inspired by Tero Hakola’s piece for the Helsingin Sanomat (HS), we’ll go over the four reasons why the end of Finland’s gambling monopoly is set to supercharge sports. We’ll also explore how iGaming affiliates can ride this wave to gain a competitive edge.
#1 New Revenue Streams
First off, the sports industry stands to rake in more income in the form of sponsorship deals.
The new licensing market will strip the barricade tape that has long kept foreign iGaming companies out of Finland. With these restrictions gone, they can advertise and sponsor sports teams and events.
Look at Denmark and Sweden – prime examples of what we’re talking about. When Finland’s fellow Nordic nations liberalized their iGaming sectors, the floodgates opened. Unibet wasted no time by securing three-year sponsorship deals for FC Copenhagen and FC Midtjylland, two of Denmark’s biggest football clubs, back in 2012. Over in Sweden, Soft2Bet’s CampoBet sponsored the Champions Hockey League (CHL) from 2020 to 2023.
This shift unleashed a wave of new opportunities, and as an affiliate, there are several ways you can tap into it in Finland. You could strike your own sponsorship deals or team up with a newly licensed operator. This way, you can earn a share of the revenue generated by the operator through its Finnish bettors.
#2 International Exposure
Breaking Veikkaus’s monopoly is not only going to shake things up in Finland but might also project the country’s sports industry onto a global sports betting stage, providing new opportunities for exposure and partnerships.
Not only will the new licensing market further improve Finnish sports, but it also can bring some higher quality to the local level in terms of facilities—not to mention the athletes. This could create better competition in Finland, increase fan engagement, and of course, lead to a higher slice of the profits.
For example, take the case of Bet365 and the Spanish football league, LaLiga. It has been very prominent over a considerable period, and in 2018 alone, it inked sponsorship deals with 10 teams based in Spain. Betters worldwide can place a wager on games in the Iberian Peninsula and watch them live. This has led to improved visibility for LaLiga, helping it attract a wider audience.
As an iGaming affiliate, you would use this kind of international exposure to promote Finnish sports and events to bettors outside of Finland – something that might give you a competitive edge in the crowded marketplace.
#3 Decentralization in Finnish Sports
As Tero Hakola pointed out, the landscape for partnerships with gambling firms will become more centralized. This opens the door for different Finnish sports, leagues, teams, and athletes to get sponsored. It ensures a fairer, more rounded approach, which provides more financing opportunities.
Decentralization might, furthermore, be a path to innovation. Free from state monopoly, sports organizations will be more flexible going forward. They will be able to adapt more swiftly to market trends and consumer demands. This would help breed creativity and allow them to capitalize on any emerging opportunities to increase fan engagement.
This shift may even open the door for you to strike a diverse partnership with a sports organization. You could collaborate with a league or team to create unique, compelling betting opportunities that resonate with audiences for example.
#4 Compensation for Betting Opportunities
The fourth and final reason dismantling Finland’s gambling monopoly will boost sports is perhaps the simplest one of all.
After years of not earning anything, sports organizations can now get compensated for their work. This is not only a major plus for everyone in Finnish sports, but also for iGaming companies.
It means, that from the moment the new licensing market comes into effect, teams, leagues, and athletes will be more open to gambling partnerships, as they will be able to enjoy a new source of revenue.
Track your Finnish Market Data with Voonix
To sum up, the end of Finland’s gambling monopoly will mark a new era for Finnish sports. This change will open the market like never before, and most importantly, should create a host of opportunities for iGaming affiliates.
Yet, breaking new ground demands precision, making the need to keep an accurate, up-to-date record of all your data critical. These insights drive smart business decisions, but let’s face it, managing all your data can be a time-consuming headache.
With Voonix Premium, however, you can enjoy instant access to all your data and earnings in one place. You can get a daily breakdown of your income, see which brands are performing best, track all your earnings in Finland, and that’s just the beginning.
The best part? Voonix Premium offers a risk-free 30-day trial, giving you access to quality insights without any commitment.
Try it today and see how you can help improve your business through the power of data-driven insights!
