Finland’s iGaming Countdown: Letter of Intents and a Chat with Sponsor Insight Finland

Finland is Stretching Before Kickoff

The Finnish licensed market isn’t open yet, but it already feels like everyone’s sprinting. With January 1st, 2027 marked in bold on every operator’s calendar, the country’s sports teams have suddenly become the hottest date in town. 

Hockey clubs, football teams, even the ones that normally only trend when they win a derby, everyone’s inbox is full of letters of intent requests. Trust and believe, if there’s a jersey, a stadium, a mascot or a sauna with a team photo on the wall, someone’s already negotiating for it.

But this early madness is also exactly where smart planning matters. That’s why we work closely with partners who know sponsorships inside out. Not theoretical knowledge, real data, real tracking, real impact. Cue our strategic partners: Sponsor Insight Finland.

I’ve admired their work since my own operator days. Every time I saw their brand tracking or sponsorship evaluation, it made my job easier. Now I’m lucky enough to team up with them, and Founders, Kristoffer and Tommi, were gracious enough to join us for a short Q&A.

Q: What would be your notes for operators trying to navigate this LOI-fueled climate in Finland?

Tommi: Oh, where do I start? Make sure the sponsorship goes together with your brand and check the evolution and ROI expections. Do your homework.

Kristoffer: Get yourself a local partner who does the work for you, and start negotiations immediately before your competitors snatches the deals.

Q: What services do you provide, and how would you recommend them for small, mid and large operators preparing for 2027?

Kristoffer: Smaller operators often need clarity on where they can make the strongest impact with limited resources, so our sponsorship evaluation and competitor tracking usually becomes their best friend.

Mid-size operators tend to ask for brand health tracking and help comparing which sports or teams actually move the needle. It stops them from spreading budget across too many directions.

Large operators usually come for full-scale brand tracking, multi-sport portfolios and ongoing monitoring. They want dashboards, metrics and zero surprises.

Regardless of size, our goal is the same: make decisions measurable and partnerships meaningful.

Q: What’s your story? How did Sponsor Insight come to life?

Tommi: It all started in 1996. The business had already been running in Sweden and Norway for several years, where the need for fact-based sponsorship decisions was clear. When the opportunity came, we took the lead and brought the service to the Finnish market. The landscape looked different back then, but the same core principles still guide effective research today. Consistent, well-targeted research makes many things considerably easier.

Q: I always appreciated your work when I used to be on the operator side. Now that we’re strategic partners, how do you see the collaboration shaping the next few years?

Tommi: We love partnering with people who’ve been on the operator side, because you understand the reality behind the buzzwords. With LVL UP LABZ, we see the chance to give incoming operators a complete launch package: data, sponsorship intelligence, brand visibility and local understanding. Combined, it’s a turnkey route into Finland without the usual stumbles.

Kristian: Exactly what Tommi said plus help as many clients as possible to win in Finland!

Q: Do you have any teasers from your studies?

Tommi: How much time do we have? We’ve gathered a huge amount of data from multiple angles. For the initial phase and planning, I strongly recommend starting with audience data and valuations of different sponsorship options. Our database includes detailed information on more than 1,500 options, making it easy for new entrants to screen and identify what aligns best with their objectives. As we move closer to the key moment in 2027, tracking, media monitoring and effectiveness studies will come into play.

Q: What’s the sport you watch the most, and what’s your team?

Tommi: Icehockey and football, Helsingin IFK and Arsenal.

Kristoffer: Football and Icehockey, Manchester United and VPS. Vaasa Sport.

Wrapping Up

The clock is ticking toward 2027, and the competition is already unfolding behind the scenes. Operators who prepare today, not just by signing every LOI within reach, but by building smart partnerships, will be the ones who land on solid ground when the whistle blows.

We’re here for the full journey, together with Sponsor Insight Finland, making sure you have everything you need to shine in Finnish market.