To coincide with the start of the new Finnish football season on April 5, Veikkausliiga, Finland’s premier professional football league, has revealed its new brand identity, created in collaboration with international brand consultancy BOND. This bold rebranding reflects the league’s deep connection with its fans, highlighting the unwavering loyalty that endures even the harshest weather conditions and the genuine emotions that even the often-reserved Finns can’t help but show.

At the heart of the new identity is the modernised version of Veikkausliiga’s iconic symbol – a fan holding a scarf aloft. Recognising that football is more than just a game, it is something you feel, the whole brand embraces this age-old idea of the fan and their scarf.  A celebration of genuine emotions, reinforcing the league’s commitment to both long-time and new supporters, BOND has crafted a brand that captures the unity, excitement, and pride of supporting your local club – best experienced at the stadium.