In a move that brings together racing legacy and responsible gaming, Kimi Räikkönen has officially announced a multi-year partnership with Nordic gaming company Paf. The former Formula 1 World Champion and fan-favorite, affectionately known as “The Iceman,” revealed the collaboration with pride, citing shared values and a vision for meaningful impact beyond the racetrack.
“I’m happy to partner with Paf. We share the same values – especially when it comes to responsibility and giving back to society,” said Räikkönen in a statement.
Paf, short for Ålands Penningautomatförening, is a well-known gaming company based in the Åland Islands, Finland. Unlike traditional gaming corporations, Paf channels a significant portion of its profits toward social causes, public health, sports, and cultural initiatives across the Nordic region.
This socially driven mission reportedly played a key role in Räikkönen’s decision to join forces with the brand.
“It’s not just about gaming or marketing,” Kimi added.
“Paf does something different – they give back. That’s what caught my attention.”
While the details of the multi-year agreement have not been fully disclosed, Paf confirms that Räikkönen will take on a strategic ambassadorial role, participating in campaigns, community engagement efforts, and responsible gaming initiatives.
“We are incredibly proud to welcome Kimi to the Paf family,” said Daniela Johansson, Deputy CEO at Paf.
“He embodies many of the values we stand for — calmness under pressure, authenticity, and a quiet but strong commitment to doing things the right way.”
This isn’t the first time Paf has worked with notable Finnish personalities, but Räikkönen is easily its highest-profile signing to date — both due to his global fan base and the enduring respect he commands as one of F1’s most iconic figures.
Though he stepped away from Formula 1 in 2021, Kimi Räikkönen has remained active in motorsport circles, from NASCAR appearances to serving as team advisor for Alfa Romeo F1. This partnership with Paf marks a slightly different chapter — one that blends business with social responsibility.
“I’ve had my time chasing trophies,” Kimi said with a familiar smirk.
“Now it’s time to be part of things that matter in other ways.”
Kimi Räikkönen’s brand has always been built on authenticity. He’s famously a man of few words, but when he speaks — or partners — it’s with purpose. This partnership is not just another celebrity endorsement; it’s a reflection of a maturing public figure choosing to align with causes and companies that resonate with his values.
With the deal set to span several years, fans can expect to see Kimi involved in a wide range of Paf projects — perhaps even including youth sports development, environmental efforts, and campaigns promoting healthy gaming habits.
As Räikkönen himself once said during his F1 days, “Leave me alone, I know what I’m doing.” Now, away from the cockpit, he continues to show the same quiet confidence — steering toward a future with impact, integrity, and a little bit of Finnish cool.
