The upcoming end of Veikkaus’ monopoly in Finland is reshaping the country’s gambling landscape. Åland-based gaming company Paf has signed a landmark sponsorship deal with the Finnish Ski Association, running through 2030 and conditional on being granted a licence under Finland’s forthcoming gambling reform.
The agreement, one of the most significant in the federation’s history, covers the national A-teams in cross-country skiing, Nordic combined and ski jumping, as well as the U23 and U20 squads. Paf will also be an official partner of the FIS World Cup events in Ruka and Lahti and the Finnish Cup in cross-country skiing.
“This partnership with Paf, a domestic company with shared values, provides stability and a long-term vision. Financially, it is of great importance to Finnish skiing,” said Marleena Valtasola, Executive Director of the Finnish Ski Association.
According to the new legislation, Veikkaus’ monopoly on online betting, bingo and casino games will end by late 2026. Licensed operators, including Paf, will be able to enter a regulated and competitive market from early 2027.
Founded in 1966 by Save the Children, the Finnish Red Cross and Folkhälsan, Paf has become a pioneer in responsible gaming, channeling its profits back to society.
“This partnership reflects our forward-looking approach to an open market. Skiing is a key part of Finnish identity and offers excellent visibility. We aim to lead the gambling industry in responsibility as Finland transitions to a new era,” said Thomas Näsman, Manager at Paf.
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