The Finnish Ski Association has entered into a long-term partnership with Åland-based igaming operator Paf, which will become its official main partner through 2030, pending approval under Finland’s forthcoming licensing system. The agreement covers the A-teams in cross-country skiing, nordic combined and ski jumping, as well as the U23 and U20 national cross-country teams. It also includes sponsorship of FIS World Cup events in Ruka and Lahti and the Finnish Cup in cross-country skiing.
Paf, founded in 1966 by Save the Children, the Finnish Red Cross and Folkhälsan, is recognised for directing profits to social causes and promoting responsible gaming. The partnership comes as Finland prepares to end Veikkaus’ monopoly on online betting, bingo and casino games by the end of 2026, with licensing applications opening in early 2026 and regulated services expected to begin in 2027.
“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,” says Marleena Valtasola, Executive Director of the Finnish Ski Association.
“Our new strategy clearly defines us as a high-performance sports organization, with success measured by the achievements of our athletes and stakeholders. 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,” says Marleena Valtasola.
“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,” says Thomas Näsman, Manager at Paf.
