DNA Business Apuri Goes to the Rink: DNA Becomes Jokerit's Technology Partner
By LastBot Team
DNA and Jokerit announced on August 19, 2026 a partnership aimed at building a next-generation sports and customer experience. Through the collaboration, DNA provides Jokerit with selected telecommunications and digital solutions that support the club's growth and development: mobile subscriptions and DNA Business Apuri, DNA's AI-powered customer service solution.
For us this is a notable milestone, because DNA Business Apuri runs on LastBot technology. One of Finland's most recognized sports brands will now serve its fans, partners and business customers with AI that answers inbound questions across channels.
Why a sports club needs AI customer service
Modern sports organizations run on secure connectivity, data, digital services and seamless customer experiences. The customer service load is spiky in a way few other businesses are: ticketing questions spike before a game, season pass and pricing questions spike when sales open, and partner and hospitality questions arrive in between.
That pattern is exactly where inbound AI customer service pays off. Instead of staffing for the peak, a club can let AI handle the repetitive, high-volume questions immediately and hand the rest to a human with the full conversation history attached. Read more about how the AI takes over routine inbound work and where it escalates.
What DNA is bringing to Jokerit
"Together, we can build an operating model that streamlines Jokerit's business and ensures a secure and responsible operating environment in all situations. This creates a sustainable foundation for the success of the team, its fans, partners and business operations," says Johan Flykt, VP, small and medium-sized enterprises at DNA.
"At Jokerit, we are systematically building the next phase of our growth, both in sports and in business. With DNA, we share a vision of long-term development, the importance of digital services, and the value of strong communities. We are delighted to welcome a partner that can support the development of our operations in such a comprehensive way," says Mikko Saarni, Chairman of the Board of Jokerit.
"The future of sports will increasingly be built around digital services, data and outstanding customer experiences. We help Jokerit develop operating models and services that meet the expectations of fans and partners not only today but also in the years ahead," Flykt continues.
The operator channel in practice
DNA Business Apuri is a good example of how our reseller model works: the operator owns the customer relationship, the billing and the local support, and LastBot provides the AI customer service platform underneath. The result is that a business like Jokerit gets AI customer service from the same partner that already provides its connectivity, with no separate procurement project.
Onboarding stays deliberately light. The AI is trained on the organization's own public content, so it starts from what is already published rather than from a hand-built decision tree. See the omnichannel capabilities and integrations that come with it.
What this means going forward
The partnership aims to create long-term value for Jokerit while contributing to the development of the digital future of Finnish sports. From our side, it is further proof that inbound AI customer service is not just a retail or hotel story: any organization with a large, engaged audience and a small service team benefits from AI answering first.
Read more about our operator and reseller partnerships, or explore LastBot ONE if you want the same capability directly.
**Source:** DNA press release, August 19, 2026: "DNA joins Jokerit on its new journey as a technology and growth partner".