Paf, a gaming company currently operating in Finland’s autonomous Åland Islands, has made a major marketing play by signing Formula One legend Kimi Räikkönen as a brand ambassador. The move comes in anticipation of Finland potentially opening up its online betting market—a decision not yet finalized but strongly supported across the political spectrum.
The multi-year partnership with Räikkönen, the 2007 F1 World Champion best known for his time with Ferrari, hinges on Paf obtaining a license under Finland’s upcoming regulatory framework. Should the reforms go through, Paf is poised to expand nationally and challenge the existing monopoly held by Veikkaus Oy, the state-owned gaming operator.
Paf’s decision to collaborate with one of Finland’s most iconic athletes signals a strong intent to become a household name if the national market opens. Thomas Näsman, Paf’s spokesperson, praised Räikkönen for embodying traits that align with the company’s values: honesty, simplicity, and a bold approach to responsible gaming. “We’re proud to welcome Kimi to our team,” Näsman stated. “He reflects the integrity and directness we stand for.”
The Finnish government is currently moving forward with plans to establish a multi-license gambling market by 2026 or 2027. Veikkaus is expected to retain control over the national lottery and land-based gambling, while private companies could gain licenses for online sports betting. Even Veikkaus supports the reform, acknowledging the need to address the outflow of Finnish bettors to foreign platforms.
With increased attention on this possible market shift, Paf’s early move stands out. Other operators, such as Sweden’s ATG, are also preparing for the change, having recently teamed up with Suomen Hippos to establish a future joint venture in Finland.
Räikkönen himself shared that he had received multiple offers from gambling companies but found Paf’s values and transparent approach appealing. “Paf’s roots, responsibility, and Finnish identity were key for me,” he explained. “Their straightforward and decisive way of working made the deal easy to finalize. I hope our collaboration brings value as Paf enters the Finnish market.”
Paf’s proactive engagement, combined with Räikkönen’s star power, could position the company favorably as Finland moves closer to opening its betting industry to competition.
