The operator, founded decades ago by the Finnish Red Cross, Save the Children and the public health organization Folkhälsan, Paf, signed a major sponsorship agreement.
The Group has announced it has joined forces with the Finnish Ski Association.
The deal covers major ski events through 2030
The new five-year collaboration, valid through 2030, would designate Paf as the official main partner of the Finnish Ski Association.
Contingent on the former securing a license upon the implementation of the new gambling licensing system in Finland, the deal is expected to benefit the two organizations.
The new sponsorship agreement covers the national A-teams in cross-country skiing, Nordic combined, as well as ski jumping.
Also covered are the U23 and U20 national teams in cross-country skiing.
Per the new alliance, Paf is also going to serve as an official partner of the FIS World Cup events in Lahti and Ruka, and the Finnish Cup in cross-country skiing.
According to a statement released by Paf, the agreement will be "implemented through concrete actions in line with the upcoming reform of Finland’s gambling legislation."
The new partnership between Paf and the Finnish Ski Association comes at a time when major changes are coming to the gambling market in Finland.
By the end of next year, the monopoly currently held by Veikkaus on online betting, casino games and bingo is expected to be dismantled.
Then, those gaming sectors would open up to competition and gambling firms interested in obtaining a license would be able to apply starting from 2026.
The new, overhauled Finnish gambling market is expected to launch early in 2027.
The agreement boosts brand visibility
Thomas Näsman, Paf's Manager, revealed that the Group is thrilled to join forces with the Association for this major partnership.
"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," the executive added.
Finally, Näsman said: "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, the Finnish Ski Association's Executive Director, was similarly thrilled with the newly signed alliance.
"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," she said.
Last but not least, Valtasola pointed out: "Financially, it is one of the most significant sponsorship agreements in the history of the Finnish Ski Association."
Earlier this year, Paf expanded its offering in Spain via a deal with Amusnet.
