Paf has secured a long-term collaboration with Finnish Formula 1 World Champion Kimi Räikkönen, marking a major milestone for the company. The excitement was palpable when Räikkönen paid a visit to Paf’s headquarters in Mariehamn.
This partnership is set to begin once Finland introduces its new gambling licensing framework. The deal hinges on Paf receiving an official licence when the country opens up its gambling sector to competition, moving away from the current monopoly model.
“Kimi is a Finnish legend, and we’re thrilled to have him on board,” said Paf’s Manager, Thomas Näsman. “His straightforward attitude and integrity mirror our values. As Finland prepares for a licensed market in 2027, we’re proud to move forward with Kimi by our side.”
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Kimi Values Paf’s Purpose-Led Foundation
Paf was created by charitable foundations with a clear goal: to use gaming profits from sports betting to support the greater good. That purpose still drives the company today, as Paf continues to deliver top-tier gaming experiences while staying true to its roots in social responsibility and open communication.
“When other gaming companies reached out to me, none felt right — except for Paf. What made the difference was their transparent approach, strong sense of responsibility, Finnish heritage, and the no-fuss attitude of the people behind the deal. Everything was handled quickly and professionally. With Paf now expanding into mainland Finland, I believe our partnership will only grow stronger,” says Kimi Räikkönen.
At Paf, we don’t just meet standards — we raise them. We believe in fairness, doing the right thing, and leading with integrity.
As a trailblazer in responsible gaming, Paf was the first international operator to implement an annual loss limit for all users. Because for us, entertainment should always go hand-in-hand with sustainability and accountability.