Key points:
- Kimi Räikkönen has signed a multi-year partnership with Paf
- The agreement will take effect when Finland’s gambling market opens to competition in 2027
Paf has announced a multi-year partnership with Formula 1 World Champion Kimi Räikkönen. This agreement is contingent on the implementation of Finland's new gambling licensing system, which is expected to take effect in 2027.
The deal will be activated once Finland’s gambling market is opened to competition and the new licensing framework is in place. Kimi Räikkönen's decision to partner with Paf was influenced by the company’s history, commitment to responsibility and Finnish identity.
Paf focuses on responsible gaming, having introduced annual loss limits for players in 2018. This partnership will take place as Paf prepares for the regulated gambling market in Finland.
Thomas Näsman, Paf Manager, stated: “We’re proud to welcome Kimi to the Paf team. He’s a true Finnish icon, and we value his honesty and no-nonsense approach, qualities that align perfectly with our brand.
"At Paf, we have bold ambitions to be the most responsible gaming company in the world while continuing to generate funds for the public good. As Finland moves into a licensed market, we’re excited to have Kimi with us on this journey.”
Good to know: Paf was founded in 1966 with the aim of generating funds for charitable causes.
Kimi Räikkönen added: ”To be honest, we were contacted by a few gaming companies that did not arouse our interest, but Paf's contact did.
"As new opportunities are opening up for Paf in mainland Finland as well, I hope that our cooperation will be beneficial for Paf.”
