Paf has penned a new long-term partnership with the Finnish Ski Association (FSA) that will see the Åland Islands-based operator become the FSA’s main partner until 2030, pending market launch.
Finland’s regulated market is set to go live in early 2027, as the Nordic nation shifts from a monopoly model to a commercial framework.
Currently, state-owned Veikkaus is the only legal operator, but the change would see its control on online betting and igaming come to an end, with international operators welcomed from January 2027.
Paf is likely to become one of the Finnish market’s new entrants, with its FSA partnership dependant on the operator being granted a licence.
As part of the agreement, Paf will be a partner of the national A-teams in cross-country skiing, Nordic combined and ski jumping, as well as the U23 and U20 national teams in cross-country skiing.
Additionally, Paf will partner FIS World Cup events in Ruka and Lahti, alongside the Finnish Cup in cross-country skiing.
All aspects of the partnership will be in accordance with regulations due to be outlined in Finland’s updated gambling legislation.
Thomas Näsman, manager at Paf, said: “We are truly excited about this new main partnership with the Finnish Ski Association.
“The disciplines governed by the FSA are a major part of Finnish identity and deeply valued by the public, both as hobbies and as elite sports. 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.”
Marleena Valtasola, FSA executive director, added: “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.”
Earlier this year, Paf’s full-year 2024 results reported a 3% year-on-year revenue rise, with the metric reaching a record total of €183m.
The post Paf partners with Finnish Ski Association ahead of regulated market launch first appeared on EGR Intel.
Åland Islands-based operator joins forces with organisation as part of a five-year deal, though sponsorship depends on Paf securing a licence in Finland’s new-look commercial market
The post Paf partners with Finnish Ski Association ahead of regulated market launch first appeared on EGR Intel.