Paf has signed Kimi Räikkönen as a brand ambassador as Finland prepares to introduce a licensed gambling market, subject to the company obtaining a Finnish licence. The government hopes the market will open by 2027, but the Gambling Act has not yet received parliamentary approval.
Paf’s ambassador agreement is conditional on securing a licence for the proposed Finnish market.
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It was reported that around 50 operators have applied for licences under Finland's new gambling framework, more than a year before the liberalised online market opens in July 2027. Foreign operators dominate the early applications.
Finland’s new Gambling Act will restrict gambling advertising ahead of the planned July 2027 market opening, the article reports. It says operators may advertise brands but not individual games or products, while telemarketing and influencer marketing are prohibited. Omnicom Media Group Finland chief executive Anna-Riikka Hovi-Taunila estimated gambling advertising could generate up to €100m for Finnish media in the first licensing year.
Finland’s President Alexander Stubb approved the gambling legislation, which is scheduled to take effect with a market opening on 1 July 2027. The law replaces Veikkaus’ monopoly with licences for betting, online casino and slots, and online bingo; applications are due to open on 1 March 2026 under the National Police Board.
Veikkaus said deputy CEO Velipekka Nummikoski will move to unspecified project duties from January, and the existing deputy CEO position will be abolished. The state-owned operator is preparing for a planned split between its lottery and retail sports betting monopoly and a company competing in Finland’s expected regulated online gambling market from 2027.
Finland’s government submitted bill HE 16/2025, proposing a licensing framework for online gambling and a split of state-owned Veikkaus into separate entities. Operator applications would open in early 2026, while software supplier applications would begin in early 2027; licensed operators would have to use licensed software by 1 January 2028.