Live Nation today 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.

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, says Olli Sarekoski, CEO of Veikkaus.

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, says Reija Laaksonen, EVP, People, culture and communications.