Åland-based gaming company Paf has signed a major partnership agreement with the Finnish Ski Association, a deal described as one of the most significant sponsorships in the association’s history. 

The collaboration runs until 2030 and will see Paf step in as the main partner once Finland’s new licensing framework takes effect – pending the company being granted a licence.

Marleena Valtasola, Executive Director of the Finnish Ski Association, said: “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.”

Support across teams and events

The deal covers Finland’s A-teams in cross-country skiing, nordic combined, and ski jumping, along with U23 and U20 squads in cross-country. 

Beyond national teams, Paf will also back some of the country’s flagship competitions, becoming an official partner of the FIS World Cup events in Ruka and Lahti as well as the Finnish Cup in cross-country skiing.

“Our new strategy clearly defines us as a high-performance sports organisation, with success measured by the achievements of our athletes and stakeholders,” Valtasola added.

“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.”

Responsible gaming meets Finnish tradition

Founded in 1966 by Save the Children, the Finnish Red Cross and Folkhälsan, Paf stated its ambition to become the most responsible operator in the world, with profits directed back into society.

Thomas Näsman, Manager at Paf, noted: “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. 

“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.”

A changing market landscape

The deal comes at a pivotal time for Finland’s gambling sector. Under proposed reforms, Veikkaus’ monopoly over online betting, bingo and casino games will end in 2026, opening the market to competition. 

Licensing applications are expected to begin in early 2026, with operators set to launch services at the start of 2027. Paf is now preparing for nationwide launch beyond its traditional turf of the Åland islands.

These preparations have included sports marketing – the deal with the Ski Association comes after a partnership with Finnish Formula One legend Kimi Räikkönen, one of the country’s most notable sports personalities.

Social good

In recent months, Paf also reported that it has allocated €21.5m from its 2024 results to fund social, public benefit and environmental projects across the Åland Islands.

Revenues rose 3% to €183m (2023: €177m), while earnings held steady at €54m despite the operator’s strict player protection policies. Paf remains the only European operator to enforce annual loss limits on all customers – a measure first introduced in 2018 and further tightened in 2024.

At the time, the company said the results highlight its ability to combine steady growth with a strong commitment to responsible gambling and community support.

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