Online betting and gaming operator Paf has agreed a multi-year partnership with Formula 1 World Champion Kimi Räikkönen for the Finnish market.
The partnership is subject to Paf obtaining a gaming licence in the re-regulated Finnish gambling market, which is scheduled to open in 2027.
“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,” said Paf manager Thomas Näsman. “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.”
A key factor in Räikkönen’s decision to partner with Paf was the company’s commitment to responsible gambling and its connection to Finland.
Räikkönen said of the partnership: “To be honest, we were contacted by a few gaming companies that did not arouse our interest, but Paf’s contact did. Paf’s history, openness, responsibility and Finnishness were the most important factors for me, not forgetting the directness, determination and fast working method of the people with whom the agreement was quickly concluded.
“As new opportunities are opening up for Paf in mainland Finland as well, I hope that our cooperation will be beneficial for Paf.”