Paf secures long-term partnership with Finnish Ski Association through 2030

• Åland-based gaming operator Paf has signed a major sponsorship deal with the Finnish Ski Association extending until 2030
• The partnership covers national A-teams in cross-country skiing, nordic combined and ski jumping, plus FIS World Cup events in Ruka and Lahti
• Agreement is contingent on Paf obtaining a licence when Finland’s gambling market opens to competition in 2027

Paf has secured a landmark partnership with the Finnish Ski Association that will run through 2030, positioning the Åland-based gaming operator as the official main partner once Finland’s new licensing system comes into effect.

The deal marks one of the most significant sponsorship agreements in the Finnish Ski Association’s history and depends on Paf receiving a licence in Finland’s regulated market.

The comprehensive agreement encompasses the national A-teams in cross-country skiing, nordic combined and ski jumping, along with U23 and U20 national teams in cross-country skiing. Paf will also serve as an official partner for FIS World Cup events in Ruka and Lahti, as well as the Finnish Cup in cross-country skiing.

“This new partnership with Paf, a domestic company with a strong set of shared values, is of great importance to us and it provides a solid foundation for long-term development. Financially, it is one of the most significant sponsorship agreements in the history of the Finnish Ski Association,” said Marleena Valtasola, Executive Director of the Finnish Ski Association.

The timing of this partnership aligns with Finland’s forthcoming gambling market liberalisation. According to the proposed legislation, Veikkaus’ monopoly on online betting, bingo and casino games will end by the end of 2026. Gaming operators will be able to apply for licences from early 2026, with licensed services expected to launch at the beginning of 2027.

“Our new strategy clearly defines us as a high-performance sports organisation, with success measured by the achievements of our athletes and stakeholders. In addition to domesticity and responsibility, a key value of this agreement is that it includes all our disciplines, the World Cup events in Ruka and Lahti, and the Finnish Cup. The long-term nature of the agreement enables us to build impactful cooperation over time,” commented Marleena Valtasola.

Founded in 1966 by Save the Children, the Finnish Red Cross and public health organisation Folkhälsan, Paf has built its reputation on responsible gaming practices. The company was the first international gaming operator to introduce annual loss limits for players in 2018 and aims to become the most responsible gaming operator globally.

“We are truly excited about this new main partnership with the Finnish Ski Association. The disciplines governed by the association are a major part of Finnish identity and deeply valued by the public, both as hobbies and as elite sports.” said Thomas Näsman, Manager at Paf.

“From the perspectives of brand visibility and recognition, cross-country skiing, nordic combined and ski jumping are highly important to us. Our shared values provide an excellent foundation for building a long-lasting and successful collaboration. We aim to lead the industry in responsible gaming,” he concluded.

This partnership follows Paf’s earlier agreement with Formula 1 World Champion Kimi Räikkönen, announced in May 2025, which will also activate when Finland’s gambling market opens to competition. Both deals demonstrate Paf’s strategic positioning ahead of the market liberalisation, targeting partnerships that resonate with Finnish national identity and values.

The Finnish gambling landscape is undergoing significant transformation after years of declining profits under the current monopoly system. Currently, more Finns gamble exclusively online than solely at land-based venues, with 50 per cent of all gambling expenditure coming from just 2.2 per cent of gamblers.

As Finland prepares to transition from its monopoly system to a competitive licensing model, Paf’s partnership with the Finnish Ski Association positions the company to leverage winter sports’ cultural significance in Finnish society whilst maintaining its commitment to responsible gaming practices.