Helsinki Arena obtains sponsorship from Veikkaus for its emblematic title
## Veikkaus Arena to Reopen in September 2021, Boosting Helsinki's Live Entertainment Scene
After a year-long closure, the Veikkaus Arena, formerly known as Hartwall Arena, is set to reopen in September 2021. The venue, with a seating capacity of 15,500, has contributed over €100 million in annual economic benefit to the Helsinki region when operating at full capacity.
The Arena's reopening marks a significant milestone in restoring it to the heart of international live entertainment, according to Therése Liljedahl, head of international partnerships at Live Nation. Veikkaus, Finland's state-owned gambling company, has secured a 10-year partnership with Live Nation to operate and promote events at the arena, while maintaining a partnership with Hartwall for food and beverage services.
Olli Sarekoski, CEO of Veikkaus, has stated that the Arena is the heart of the capital and a center for high-quality events. Upon reopening, the Veikkaus Arena will offer a diverse range of cultural, sports, and entertainment events, including top international tours, further strengthening Finland's position as a leading live music destination.
Tom Lynch, head of venue operations for Live Nation EMEA, has expressed his excitement about the reopening, stating, "The reopening of the arena and the partnership with Veikkaus is a significant moment for the entire Nordic event scene."
The Veikkaus Arena, originally opened in 1997, is one of Finland's most significant venues for live events, including concerts and sports. The collaboration between Veikkaus and Live Nation continues to position the Veikkaus Arena as a significant venue for live events in Finland.
Discussions are underway regarding the possible use of the arena for sports. More details about the inaugural event lineup for Veikkaus Arena have not yet been announced. However, with its reopening and new partnership, the venue is poised to attract significant international acts and events in the coming months.
Veikkaus aims to make the diverse offerings of the Veikkaus Arena accessible to as many people as possible. Live Nation's partnership with Veikkaus also aims to improve the audience experience and support the growth of the region. Veikkaus and Live Nation will work together to promote and enable experiences at the Veikkaus Arena.
The collaboration between Veikkaus and Live Nation follows an announcement earlier this year that Live Nation had signed a 20-year lease to operate the venue. The first events and concerts at Veikkaus Arena will be announced soon.
The Veikkaus Arena, upon its reopening, plans to offer a variety of cultural, sports, and entertainment events, making it a hub for high-quality live events, further strengthening Finland's position as a leading live music destination. Additionally, discussions are underway regarding the possible use of the arena for sports, signifying a potential expansion of the entertainment options available at the venue.
