Photo: Tammela Stadion 2023 (Wikimedia Commons).
Veikkausliiga has undergone a complete rebranding, introducing a fresh new look and enhanced content to take Finland’s top football league to the next level. This transformation marks a significant step forward, making the league’s evolution more visible than ever.
A Vision for the Future
In recent years, Veikkausliiga has made substantial progress through its development program, improving various aspects of the league. Now, this progress is reflected in a thoroughly modernized brand, with emotion at its core.
On the pitch, the league has delivered thrilling competition, with drama and excitement from start to finish each season. Off the field, investments in infrastructure have continued, and attendance—both in stadiums and on Ruutu’s television broadcasts—has been steadily rising. However, the journey is far from over.
“When we started building our transformation program after the pandemic, we had a clear vision of what we wanted to become and where we wanted to go,” said Veikkausliiga’s CEO, Timo Marjamaa. “The direction has been right, and we firmly believe that through our work with the clubs, we will continue moving forward in a positive way.”
More Than Just a New Logo
As part of this transformation, Veikkausliiga launched a brand renewal project to elevate its identity, visibility, and overall value to a level that reflects today’s football landscape.
“Like our development program, branding is never truly finished. But now, fans can see something genuinely new and tangible,” Marjamaa explained.
Football is the world’s most popular sport, and in Finland, participation numbers continue to grow. As the nation’s premier men’s football league, Veikkausliiga plays a crucial role in promoting the sport’s visibility.
Veikkausliiga's commercial director Nicolas Prieto, who led the rebranding initiative, emphasized that the emotional aspect of the game is just as important as the competition itself.
“Of course, the battle for championships, medals, and survival is a major part of the league. But we also want to highlight that strong emotions are not only experienced on the field but also in the stands. It’s not just about winning and losing—it’s about what Veikkausliiga feels like across Finland, from young fans to lifelong supporters.”
The goal was never simply to create a new logo but to bring something fresh and meaningful to Veikkausliiga and Finnish football as a whole.
A New Era Begins
Veikkausliiga collaborated with internationally acclaimed branding agency BOND to develop its new visual and content identity. Fans will experience this transformation firsthand at matches, as the new brand will be a key part of the 2025 season opener.
The league’s official website will also be revamped to match the new identity before the season kicks off, incorporating additional updates to enhance user experience.
As Veikkausliiga embarks on this exciting new era, one thing is clear—this isn’t just about a new look. It’s about making Finnish football feel more vibrant, engaging, and connected than ever before.
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