Summary
- Paf and the Finnish Ski Association have come together in a powerful partnership.
- In anticipation of forthcoming changes in Finland's gambling sector, the partnership would elevate Paf to the role of an official main partner of the Association, provided the operator successfully obtains a license.
- The announcement of the new five-year agreement fills both Paf and the Association with a sense of enthusiasm and anticipation.
Decades ago, Paf was brought to life by the Finnish Red Cross, Save the Children, and the public health organization Folkhälsan. Today, they've taken a significant step forward by securing a major sponsorship deal. The Group proudly announced its new partnership with the Finnish Ski Association.
The deal covers major ski events through 2030
In an exciting new partnership set to run through 2030, Paf will become the official main partner of the Finnish Ski Association. This collaboration relies on Paf securing a license under Finland’s forthcoming gambling licensing system, and it promises to bring mutual benefits to both organizations. This sponsorship extends to the national A-teams in cross-country skiing, Nordic combined, and ski jumping, along with the U23 and U20 national teams in cross-country skiing. As part of this new alliance, Paf will also join as an official partner for prestigious events like the FIS World Cup in Lahti and Ruka, and the Finnish Cup in cross-country skiing. In a statement, Paf expressed that the agreement will be realized through tangible actions aligned with the upcoming reforms in Finland's gambling laws. This partnership emerges at a critical moment, as Finland’s gambling market is on the verge of significant transformation. By the end of the next year, the current monopoly held by Veikkaus over online betting, casino games, and bingo is set to end. This change will open these gaming sectors to competition, allowing gambling companies interested in licenses to apply starting in 2026. The revitalized Finnish gambling market is anticipated to launch in early 2027, marking a new era for gaming in the country.
The agreement boosts brand visibility
Thomas Näsman, the Manager at Paf, shared his excitement about the Group's exciting new partnership with the Association. The activities overseen by the Association are not just sports; they are woven into the fabric of Finnish identity, cherished by everyone from casual fans to elite athletes, he noted passionately. Näsman further expressed, Cross-country skiing, Nordic combined, and ski jumping are key to enhancing our brand's visibility. With our shared values, we're poised to establish a strong and enduring alliance, leading the industry with a commitment to responsible gaming. Marleena Valtasola, the Executive Director of the Finnish Ski Association, echoed this enthusiasm about the partnership. We're thrilled to align with Paf, a homegrown company that mirrors our values. This collaboration is a cornerstone for our growth, she expressed joyfully. Valtasola also highlighted, Financially, it stands as one of the most impactful sponsorship deals the Finnish Ski Association has ever secured. Earlier this year, Paf took another leap forward by expanding its offerings in Spain through a partnership with Amusnet.
