Veikkaus appoints Jyri Lassi as new General Counsel ahead of market transition
The 54-year-old legal professional brings extensive experience from international technology companies, most recently serving at electric vehicle charging service provider Virta Global.
Key points:
– Veikkaus has appointed Jyri Lassi as General Counsel ahead of Finland’s transition to a partial multi-licence gambling market in 2026
– The appointment brings international technology sector experience as the company prepares to compete against new licensed operators
– Veikkaus has also extended its Finnish Football Association partnership until 2030, maintaining its 85-year relationship with the sport
Finnish gambling operator Veikkaus has announced the appointment of Jyri Lassi as its new General Counsel, effective 1 September 2025.
Lassi will also join the company’s management team, bringing extensive legal and corporate experience to the role as Finland prepares to transition to a partial multi-licence gambling market in 2026.
Lassi joins Veikkaus from electric vehicle charging service provider Virta Global. He succeeds Hanna Kyrki, who will leave Veikkaus at the end of July to join Summa Defence.
Commenting on Lassi’s appointment, CEO Olli Sarekoski stated: “Jyri Lassi has very diverse work experience in responsible and challenging legal positions in internationally operating companies.
“I am convinced that with his expertise we will move forward in a determined and controlled manner in the changing operating environment of the gambling industry.”
Lassi himself added: “Veikkaus is in an interesting situation as its monopoly position in Finland is being dissolved. The competitive situation offers the company great opportunities to grow and develop into an even more significant player, even internationally.
“It is a privilege to soon be part of that journey and to be able to influence Veikkaus’ new direction together with other employees of the company.”
Good to know: Lassi’s previous leadership roles include positions at Varjo Technologies, PayPal and Nokia
In related news, Veikkaus has renewed its long-standing partnership with the Finnish Football Association, extending their cooperation agreement through 2030.
The deal includes main sponsorship of national teams such as the Huuhkajat and Helmarit, as well as domestic leagues and futsal competitions.
The collaboration aims to deepen brand integration, enhance betting offerings and deliver exclusive content for Veikkaus customers.
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