LIVE NATION FINLAND ANNOUNCES VEIKKAUS AS NAMING RIGHTS PARTNER FOR HELSINKI HALLI IN LANDMARK DEAL

Helsinki, Finland – July 2025 — Today Live Nation announced a 10-year naming rights partnership with Veikkaus, Finland’s state-owned gaming operator, for Helsinki Halli. The venue will be renamed Veikkaus Arena, marking a new chapter for the iconic Finnish arena. The partnership follows the announcement earlier this year that Live Nation signed a 20-year long-term lease to operate the venue.

Veikkaus Arena, which will reopen this September, has a capacity of up to 15,500 and has been a central hub for concerts, sports, and cultural events in Finland. Closed since 2020, with limited reopening in 2021, the venue’s absence has left a significant gap in the Finnish live market. When operational, the arena contributed over €100 million annually to Helsinki’s local economy.

Veikkaus offers gambling and entertainment services with a focus on player well-being. Their upcoming naming partnership reflects their commitment to supporting live events and enriching the cultural landscape of Helsinki.

News of the partnership arrives at a time of significant momentum for live music across Europe, positioning Veikkaus Arena as a premier destination for global tours and brand partnerships in the Nordic live entertainment market.

Therese Liljedahl, Live Nation SVP International Partnerships said: “This partnership is a key milestone in bringing Veikkaus Arena back to the forefront of international live entertainment. Veikkaus’s strong Finnish heritage and leadership in the local market puts them centre stage in this exciting moment for Finland’s live music landscape, helping to elevate the fan experience and support the region’s growth.”

Tom Lynch, Live Nation President of Venues EMEA added: “Reopening the arena and partnering with Veikkaus represents a pivotal moment for the venue landscape in the Nordic region. Veikkaus Arena is poised to attract top-tier international tours, further cementing the strength of Finland’s live music scene.”

Olli Sarekoski, CEO of Veikkaus said: “The arena is the heart of our capital city and a hub for high-quality events. It is important that as many people as possible get to enjoy the arena’s diverse offering of culture, sports, and entertainment. Veikkaus wants to actively promote and enable those experiences together with Live Nation.”

Reija Laaksonen, Veikkaus Director of Human Resources and Communications said: "We want to be strongly involved in the everyday lives of Finns through entertainment, sports, culture, and related events. The arena is an excellent place to offer these experiences to customers in our nation's capital. In cooperation with the arena, we are enabling world-class live entertainment for people in Helsinki."

Live Nation will also continue its collaboration with long-time venue partner Hartwall, focusing on food and beverage offerings.

Veikkaus Arena will be opening in September 2025, with announcements on shows and events coming soon. Discussions are also underway to explore the arena’s potential sporting uses.

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