Kimi Räikkönen teams up with Paf

Paf has signed a multi-year partnership with Formula 1 World Champion Kimi Räikkönen. The excitement was high when Kimi Räikkönen showed up at Paf’s head office in Mariehamn.

Paf has entered into a partnership with the well-known Finnish Formula 1 Champion Kimi Räikkönen. The agreement is conditional upon Paf obtaining a license in Finland and will take effect once Finland’s gambling market is opened to competition and the current system transitions to a licensing model.

“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. 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,” says Thomas Näsman, Manager Paf.

At present, the authorities aim to implement the online licensing system at the beginning of 2027.

Paf's foundation important for Kimi

Paf was founded by charitable organisations with a clear mission to generate profits for the benefit of society. Today, Paf continues to lead by example, combining world-class gaming experiences with a bold commitment to social responsibility and transparency.

”To be honest, we were contacted by a few gaming companies that did not arouse our interest, but Paf's contact did. 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,” says Kimi Räikkönen.

Paf stands for no-nonsense honesty, doing what's right, and setting the standard in everything we do. We're not here to follow the industry — we're here to change it.

As pioneers in responsible gaming, Paf was the first international gaming company to introduce an annual loss limit for all players. Great entertainment should never come at the expense of responsibility, that is how a sustainable entertainment company acts.

Find out more about Paf’s responsible gaming measures and transparency initiatives.