Paf, a gaming company, has made a significant marketing move ahead of Finland’s potential market launch by partnering with Formula One legend Kimi Räikkönen. The partnership is subject to Paf securing a license under the prospective Finnish market.
Räikkönen, a 2007 F1 world champion, has signed a multi-year brand ambassador partnership with Paf. This deal could help Paf become a national, local hero brand in a new Finnish market. Paf is currently active in the Finnish autonomous island territory of Åland but has designs on national expansion should market reforms progress.
The company is preparing for a potential licensed market in Finland, which could see Veikkaus retain a monopoly over the national lottery and land-based gaming. The Finnish government has proposed a bill to abolish the monopoly held by Veikkaus Oy, the state-owned lottery, betting, and gaming firm.
If passed, the bill would allow private licenses for online sports betting. Finland looks set to launch a multi-license gambling market in 2026 or 2027. The proposed bill has broad parliamentary support, and even Veikkaus itself wants to see reform.
The state monopoly believes that creating a multi-license system is the only way Finland can address its channelization challenges. Many Finns bet with overseas companies, which has led to conflicts between the Finnish state and companies licensed in other countries.
Paf’s partnership with Räikkönen is one of the first marketing and sponsorship deals ahead of market launch. The company hinted that its background of being founded by charitable organizations may have helped it secure the deal.
Räikkönen praised Paf’s history, openness, responsibility, and Finnishness as the most important factors in his decision to partner with the company. He hopes that the cooperation will be beneficial for Paf as it expands into mainland Finland.
The potential open market in Finland has caught the attention of many companies. ATG, Sweden’s horse racing betting operator, partnered with Suomen Hippos, the Finnish Trotting Association, in April, committing to launching a new joint gaming venture when the market goes live.
Paf’s deal with Räikkönen could give the company a competitive edge in the Finnish market. By securing a partnership with a notable Finnish sporting figure, Paf may be able to establish itself as a local hero brand.
The partnership between Paf and Räikkönen demonstrates the company’s commitment to being a responsible gaming company. Paf aims to generate funds for the public good while providing a safe and enjoyable gaming experience.
Paf’s focus on responsibility and its partnership with Räikkönen could help it build a strong reputation in Finland. With its new partnership and preparations for the Finnish market launch, Paf is well-positioned to succeed in the potential new market.
The Finnish market launch is expected to bring significant changes to the country’s gaming industry. Paf’s partnership with Räikkönen is a strategic move that could help the company navigate the new market and establish itself as a major player.
Paf’s partnership with Räikkönen is a significant development in the Finnish gaming industry. The company’s commitment to responsibility and its partnership with a notable Finnish sporting figure could help it build a strong reputation in the market.
