Sponsorship will be part of Finland’s licensed gambling market, but the new Gambling Act sets specific limits on how gambling brands can use sponsorship from 1 July 2027.
Licence holders may sponsor, but games must not be promoted
Under the Gambling Act, a licence holder must ensure that its gambling products are not presented in sponsorship. Sponsorship therefore requires a clear distinction between the licence holder’s corporate or brand identity and the direct promotion of gambling products.
Restrictions involving minors
Sponsorship agreements may not be made with persons under 18 or in relation to events, competitions, leagues or comparable activities for people under 18. A licence holder must also ensure that its name or logo does not appear on products or services specifically intended for minors.
Sports marketing needs advance review
Sports partnerships are likely to remain commercially important, but contract structure, visual assets, venue placement and campaign extensions should be reviewed against both the sponsorship provision and the wider marketing rules. The marketing framework also requires moderation and restricts the channels and methods that can be used.
Build sponsorship into the compliance plan
Operators entering Finland should treat sponsorship as part of the overall compliance, PR and localization strategy. Brand partnerships should be planned together with legal review, Finnish-language messaging and media placement.
Read more in Finland Gambling Advertising Rules 2027 and Casino Marketing Finland.
Official source
See Section 56 of the Finnish Gambling Act 10/2026.
Frequently asked questions
Can gambling operators sponsor sports in Finland in 2027?
Sponsorship is possible within the limits of the Gambling Act, but the operator’s gambling products must not be promoted through sponsorship.
Can operators sponsor under-18 activities?
No. Sponsorship agreements may not concern under-18 participants or under-18 events, competitions or leagues.
Can a gambling operator logo appear on products aimed at minors?
No. The operator’s name or logo may not appear on products or services specifically intended for under-18s.