Finnish motorsport legend Kimi Räikkönen has agreed to a multi‑year brand partnership with Åland‑based gaming company Paf, marking a high‑profile strategic move as Finland prepares to transform its gambling sector from a state monopoly to a competitive licensing market.
The agreement — which positions Räikkönen as an ambassador for the gaming operator — is contingent on Finland’s gambling market transitioning to a licensing model, a reform expected to take full effect by mid‑2027.
Under the current system, Finland’s gambling market is tightly controlled by the state‑owned operator Veikkaus Oy, which holds exclusive rights to most games of chance. However, after years of debate and regulatory planning, the Finnish Parliament has approved a new Gambling Act that will gradually dismantle this monopoly and open the market to licensed operators. Licensed gambling services — including sports betting and online casinos — are due to begin operating from 1 July 2027.
Paf, which already operates in parts of Europe and in its home region of Åland, has been actively preparing for this change. The company is known for its emphasis on responsible gaming, having introduced mandatory measures such as annual loss limits for players, long before many of its peers.
In announcing the partnership, Paf’s management highlighted Räikkönen’s status as a national figure whose values resonate with the operator’s brand ethos. “We’re proud to welcome Kimi to the Paf team,” said Thomas Näsman, a senior Paf executive. “He’s a true Finnish icon … values that align perfectly with our brand and our ambitions in the coming regulated market
Räikkönen, who won the Formula 1 World Championship in 2007, said he was selective in considering offers from the gaming industry. He noted that Paf’s history, commitment to responsibility, and Finnish identity were key factors in his decision to partner with the firm.
For Finland, the shift to a licensing system represents a major regulatory overhaul that officials argue will strengthen consumer protections while bringing more operators into the regulated fold. Authorities have already opened the licensing application process, with firms able to submit bids from March 2026, ahead of the formal market launch.
Industry analysts say deals like Paf’s alliance with Räikkönen reflect broader commercial interest in the newly competitive Finnish market, which is poised to become one of Europe’s most significant gambling jurisdictions once liberalization is complete.
