Paf Partners with F1 World Champion Kimi Raikkonen Ahead of Finnish Market Reform

Online betting and gaming operator Paf has signed a multi-year partnership with Formula 1 World Champion Kimi Räikkönen, targeting the Finnish market ahead of its planned re-regulation in 2027.

The agreement is contingent on Paf obtaining a gaming licence under the new Finnish regulatory framework. The company says Räikkönen’s reputation and values make him a perfect fit.

“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 Thomas Näsman, Paf manager.

“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.”

Räikkönen, who turned down other offers, said it was Paf’s values and Finnish roots that stood out.

“To be honest, we were contacted by a few gaming companies that did not arouse our interest, but Paf’s contact did,” he explained. “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.”