Betsson Signs HJK Sponsorship Described as Finland’s Largest Club Deal

Betsson has agreed a five-and-a-half-year sponsorship with HJK Helsinki, which the football club describes as the largest club partnership in Finnish sporting history.

Announced on October 22, the agreement covers HJK’s men’s and women’s first teams. It is scheduled to begin on July 1, 2027, and continue until December 31, 2032. Implementation depends on Betsson holding a licence under Finnish gambling legislation. 

The parties have not disclosed the contract’s financial value. HJK chief executive Aki Riihilahti told Helsingin Sanomat that the description of the deal’s scale reflects both its financial size and duration, according to Finnish sponsorship publication Sponsorointiuutiset. He said further details would follow once the licensing condition was met. 

Funding for Both First Teams

Riihilahti said the long-term agreement would allow HJK to increase investment in sporting performance. The club selected Betsson following an assessment process, citing the operator’s international experience.

Jussi Raita, chief executive of HJK’s women’s first team, said the size and duration of the partnership would support the development of both squads and their ambitions in domestic and European competition.

Betsson country manager Jussi Metsiö said the company would bring experience from its international football partnerships to the collaboration. The announcement did not specify shirt branding, other advertising placements or how funding would be divided between the teams. 

Start Date Matches Finnish Market Opening

The sponsorship’s planned launch coincides with Finland’s opening of licensed gambling competition on July 1, 2027.

Finland began accepting gambling licence applications in March 2026. The National Police Board has stated that licensed operations and associated gambling marketing can begin no earlier than July 2027. The reform opens betting and online casino activities to licensed competition as Finland moves away from the existing monopoly model. 

HJK’s announcement does not confirm that Betsson has received a Finnish licence or provide an application date. The sponsorship therefore remains conditional on the operator securing the required authorisation.