Helsinki’s largest indoor arena will reopen this autumn under a new name: Veikkaus Arena, following a ten-year sponsorship agreement between state-owned gambling company Veikkaus and events organiser Live Nation Finland.
The arena, formerly known as Hartwall Arena before Russia’s full-scale invasion of Ukraine, will seat 15,500 and is set to focus primarily on concerts and cultural events. However, discussions are ongoing regarding its potential use for sports.
Local ice hockey club Jokerit were tenants at the arena before sanctions hit the arena’s owners, but left the arena vacant when they exited Russia’s Kontinental Hockey League in 2022 and had to find a new home playing in the Finnish system.
Veikkaus says it aims to “enrich the cultural life and live events in the Helsinki metropolitan area”. Together with Live Nation, it hopes the revamped venue will become the leading tour and concert arena in the Nordics.
The name change was announced dramatically this week with a large black sheet covering the venue’s facade.
It was removed on Wednesday, though the new logo has not yet been affixed to the building. A temporary banner bearing the name was hanging by the afternoon.
“We want to be part of everyday life”
“We want to be part of the everyday lives of Finns through entertainment, culture and sport,” said Reija Laaksonen, Veikkaus’s Director of HR and Communications. “We believe this partnership makes that possible.”
Laaksonen added that Veikkaus will be visible both inside and outside the arena, and hinted at further “concepts” tied to the partnership, without revealing further details.
Veikkaus also hopes sporting events will eventually play as prominent a role in the venue’s operations as music and cultural programming.
Partners and legacy
While Hartwall’s naming rights have ended, the beverage company will continue to provide food and drink services at the venue. Live Nation is currently in talks with other potential partners, including brands in confectionery, coffee, banking, and automotive sectors.
“This kind of collaboration can cover a range of things,” said Sivi Purmonen, Live Nation Finland’s Commercial Director. “Negotiations are ongoing with a number of parties.”
The arena’s recent history has been shaped by geopolitics. In the spring, Finnish real estate investment firm Trevian Kasvu acquired the venue from its previous Russian owners Boris Rotenberg and Gennady Timchenko, who are both oligarchs close to Putin and subject to western sanctions.
Under their stewardship the arena’s holding company was unable to pay bills for heating and maintenance, eventually giving up ownership.
Initial hopes to reopen the arena by early summer were delayed by interior renovations and extended staff training. The new Veikkaus Arena is expected to open in September.