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Who’s Teaming Up in Finland’s Gaming Space
Nordic operator Paf has secured former Formula 1 driver Kimi Räikkönen as its brand ambassador. The Finnish gaming company made this move ahead of major regulatory changes.
Räikkönen, known for his “Iceman” persona during his racing career, will represent Paf when Finland shifts to a multi-license system. The 2007 F1 world champion apparently had options.
“I received contact from a few gaming operators,” Räikkönen admitted. But Paf’s “history, openness, responsibility and Finnishness” convinced him to sign with them instead of competitors.
Why Timing Matters for This Partnership
Finland’s gambling landscape is undergoing a massive transformation. The government recently submitted draft regulations to parliament that would end the current monopoly.
This regulatory shift opens the door for multiple licensed operators. The new system could launch next year or in 2027, depending on parliamentary approval.
Paf is positioning itself early for what could be intense competition for Finnish customers. Securing a national sports hero gives them a head start on brand recognition.
What The Deal Requires From Both Parties
Thomas Näsman, Paf manager, praised their new ambassador: “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.”
The deal includes a key regulatory component. Paf must obtain a license when Finland’s new system goes live – making this more than just a typical sponsorship.
Näsman highlighted Paf’s “bold ambitions to be the most responsible gaming company in the world” while continuing to generate public funds.
How This Fits Into Finland’s Gambling Evolution
Finland currently operates under a monopoly system with Veikkaus as the sole authorized gambling operator. This structure has been in place for decades.
The move to multi-licensing represents a fundamental shift in Finnish gambling policy. The transition period will likely see intense marketing as new competitors enter the market.
Paf, with its established Nordic presence and new high-profile ambassador, appears ready to compete when licensing begins. The operator’s emphasis on responsibility suggests they’re mindful of regulatory scrutiny in the new environment.
Räikkönen’s popularity could prove valuable as Paf seeks to differentiate itself from international operators eyeing the soon-to-open Finnish market.
