Former Formula 1 World Champion Kimi Räikkönen has announced a new multi-year partnership with Finnish-based gaming company Paf, marking a strategic alliance ahead of Finland’s expected gaming market liberalization in 2027. The collaboration hinges on Paf securing a national license once the new regulatory framework is in place.
But what makes this deal stand out isn’t just the star power of Räikkönen—it’s Paf’s unwavering commitment to responsible gaming.
Paf, headquartered in the autonomous Åland Islands, is internationally recognized as the first gaming operator to introduce annual loss limits for all its customers.
This bold move, considered groundbreaking in the industry, ensures that no player can lose beyond a predefined financial threshold per year—making it a pioneer in harm-reduction practices and consumer protection.
“For me, Paf's history, transparency, responsibility, and Finnish roots made them the obvious choice,” said Räikkönen. “They stand for values that I respect.”
Thomas Näsman, Head of New Markets at Paf, expressed pride in welcoming the Finnish sports icon: “Kimi represents honesty, clarity, and fairness—qualities that mirror our brand philosophy. We’re excited about this journey together.”
The partnership is not just symbolic. It signals a broader shift in the gaming industry, where high-profile athletes are choosing to endorse operators with strong ethical frameworks rather than just commercial clout. As Finland prepares to open its gaming sector to licensed operators, Paf’s proactive stance on responsible gambling may well position it as a frontrunner in this evolving landscape.
