• Paf joined forces with Kimi R?ikk?nen for a new multi-year agreement
• The collaboration is contingent on Paf obtaining a license in Finland in the context of the country's re-regulation of its gambling industry
• R?ikk?nen and Thomas N?sman, Paf's Manager, share their excitement regarding the new activation

The leading betting and gaming operator, Paf, announced an exciting multi-year agreement with Kimi R?ikk?nen.

Details regarding the new partnership emerged earlier this week, with the operator confirming that its agreement is contingent on it obtaining a license in Finland.

Partnership comes amid ongoing changes to the gambling sector in Finland

The recent announcement comes at a time when Finland began re-regulation of its gambling market.

The long-debated change seeks to reform the market, effectively opening it to commercial licenses.

This process, once completed, would transition the country from a government-owned monopoly, currently held by Veikkaus, to a more competitive market open for commercial gambling operators.

Under the current timeframe, operators in Finland are expected to start bidding for a license next year.

Then, in 2027, the new gambling licensing regime is expected to be introduced, paving the way for the expansion of online gambling offered by commercial operators.

Undoubtedly, Paf prepares for a successful expansion in Finland, considering its latest deal with the Formula 1 World Championship.

Announcing the new collaboration, the company confirmed that R?ikk?nen showed up at its headquarters located in Mariehamn.

Paf is yet to disclose more details regarding the exact terms of its collaboration with the global Formula 1 icon.

It is likely that the collaboration will bring exciting and exclusive activations, promotions, as well as other intriguing content.

The multi-year agreement brings excitement for Paf and R?ikk?nen

R?ikk?nen shared his excitement regarding the new agreement with Paf.

"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," the Formula 1 World Champion explained.

Moreover, R?ikk?nen added: "As new opportunities are opening up for Paf in mainland Finland as well, I hope that our cooperation will be beneficial for Paf."

Thomas N?sman, Paf's Manager, said that the company is delighted to welcome R?ikk?nen to the team.

"He’s a true Finnish icon, and we value his honesty and no-nonsense approach, qualities that align perfectly with our brand," the executive explained.

Finally, N?sman said: "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."

Paf leads by example and was the first international gaming company to introduce mandatory limits for young people.

The bold move seeks to protect young people from excessive gambling, reaffirming its dedication to sustainable growth and commitment to protecting its growing customer base.

Image credit: Paf