F1 Legend Aligns with Nordic Gaming Giant to Promote Responsible Gambling
Former Formula 1 World Champion Kimi Räikkönen has announced a strategic multi-year partnership with Paf, the Nordic-based gaming company known for its commitment to responsible gambling and social responsibility. The collaboration marks a significant alignment between a global sports icon and an operator renowned for blending entertainment with ethical gaming practices.
Paf, headquartered in the Åland Islands of Finland, operates both online gaming platforms and physical casinos across Northern Europe. With a legacy rooted in charitable contributions, Paf reinvests all profits into societal causes—the partnership with Räikkönen amplifies the company’s brand visibility while aligning with values of integrity and fair play.
A Natural Fit for Ethical Gaming
In an official statement, Räikkönen expressed enthusiasm about the collaboration:
“I appreciate Paf’s strong Nordic roots and their dedication to doing business responsibly and transparently. It’s great to work with a company that shares similar values.”
This partnership will see Räikkönen feature prominently in Paf’s marketing campaigns, branded events, and player engagement initiatives. The F1 veteran, widely admired for his straightforward demeanor and competitive spirit, is expected to boost Paf’s profile, particularly in key markets such as Finland, Sweden, and Estonia.
Paf’s Track Record in Responsible Gambling
Paf has long been at the forefront of responsible gambling innovation. In 2018, it became one of the first operators globally to introduce annual loss limits on its platforms, a move praised across the gaming sector for protecting vulnerable players. According to Paf’s 2023 annual report, the company redistributed over €22 million to community-focused projects.
Looking Ahead
With Räikkönen onboard, Paf aims to strengthen its brand narrative of balancing high-quality entertainment with sustainability and social responsibility—a formula increasingly valued in Europe’s regulated gaming markets.
