Live Nation has announced a 10-year naming rights partnership with Veikkaus, Finland’s state-owned gaming operator, for Helsinki Halli which is due to reopen in September.
Live Nation said 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 has a capacity of up to 15,500 and has been a central hub for concerts, sports, and cultural events in Helsinki, 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.
Over the years, the arena has welcomed icons such as David Bowie, Lady Gaga, Elton John, the Spice Girls, Robbie Williams, Iron Maiden, Metallica, Bruno Mars, Justin Bieber, Lana Del Rey, Whitney Houston, Rihanna, Prince and Black Sabbath.
Lynch added, “The arena has been closed for five years, but it’s had a team of people in there looking after it, which is really important. So we’re upgrading the venue with new concourses, new VIP lounges and a whole new F&B experience, because five years is a long time in terms of how much the fan experience has moved on.
“We’re also reconfiguring some of the seating to maximise the capacity and sight lines for concerts. We’re investing in the infrastructure, investing in the experience, and bringing big acts back to the city. That’s what will underpin all of our work.”
Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.
Become a member of the only Global Sports Venue Alliance and connect with stadiums, arenas and experts from around the world. Apply for membership at www.coliseum-online.com/alliance and make use of the 365Coliseum Business.