Sami Hyypiä slips back into the Veikkaus shirt (and yes, it still fits)
Finnish football royalty Sami Hyypiä has teamed up once again with state-owned gaming giant Veikkaus, this time swapping shin pads for a brand ambassador title. The multi-year partnership marks a nostalgic reunion for the former , who’s now putting his legendary cool to good use inspiring Finnish fans off the pitch.
A familiar face returns
If you’ve followed Finnish football anytime in the last few decades, Sami Hyypiä’s name needs no introduction. With 105 caps for Finland and a golden spell at Liverpool that earned him the captain’s armband, Hyypiä became the stuff of sports pub trivia legend. Now, he’s circling back to Veikkaus in what feels like less of a plot twist, more of a well-timed return.
No awkward first day nerves here, this isn’t Hyypiä’s first dance with Veikkaus, having previously worked with the company during his playing career.
“It’s a pleasure to return to the Veikkaus shirt after a break of many years,” said Hyypiä. “I’m happy to be collaborating with a domestic gambling operator that has promoted Finnish sports in many ways throughout its history, including my career,” he said.
It’s not just about football (but it helps)
Of course Hyypiä’s trophy cabinet and cool-as-ice defending are part of the appeal, but Veikkaus is banking on more than just his pitch presence. According to Reija Laaksonen, the company’s HR and communications lead, it’s not just his record on the pitch that makes him the right fit.
“Sami Hyypiä is one of Finland’s all-time great footballers who has been and continues to be a great role model for many. We are excited that Sami will be one of our brand ambassadors in the future and that we as a company will be able to collaborate with him again,” she said.
Hyypiä’s values: grit, growth, and getting back up after a rough tackle, align neatly with Veikkaus’ own ethos. “Striving to get better and better, and overcoming difficult moments are meaningful things for both me and Veikkaus,” he added.
What’s in it for Finnish sports fans?
This isn’t just about slapping a famous face on a few banners. The plan is for Hyypiä to help deliver real-world experiences that bring Veikkaus players and fans closer to the heart of the game, be it behind-the-scenes access, meet-and-greets, or something even more creative.
“Our goal is to continue to offer both entertaining and safe gaming experiences to our customers,” said Laaksonen. “For a better game – that’s what we believe in.”
And while the timing may be coincidental, it certainly doesn’t hurt that this announcement comes as Finland prepares to open its gambling market to private operators. As competition looms, bringing back a national icon like Hyypiä might just be Veikkaus’ way of reminding players where their loyalty began.
