Nordic online gaming operator Paf has struck a deal for ex-Formula 1 driver Kimi Räikkönen to be its brand ambassador when Finland’s multi-licensing gambling regulation goes live.
The Finnish government has submitted its draft regulation to parliament and is hoping to set the regulations live next year or in 2027.
The agreement requires Paf to pick up a licence when the system goes live.
“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,” said Thomas Näsman, manager at Paf.
“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.”
Räikkönen said he received contact from “a few” gaming operators about being their brand ambassador, but said Paf’s “history, openness, responsibility and Finnishness were the most important factors for me.”
Finland currently operates a monopoly system of gambling regulation, with Veikkaus the sole operator.
