Kimi Räikkönen deal chosen on trust and transparency, says manager Sami Visa
Visa says Paf agreement moved quickly; market opening raises sponsorship risks in Finland.
Key Takeaways
- Sami Visa said trust, company transparency and background checks determine which sponsorships for Kimi Räikkönen progress.
- The partnership between Kimi Räikkönen and Paf was announced in May 2025 and was negotiated quickly, Visa said.
- Paf and Suomen Hiihtoliitto signed multi-year agreements last year, according to Visa.
- An athlete publicly questioned the appropriateness of the Paf partnership, and the concern was addressed through open discussion.
- Visa warned that opening the Finnish gambling market could prompt operators to test advertising boundaries and create new risks.
Kimi Räikkönen's manager Sami Visa said that trust, corporate transparency and background checks determined which sponsorship offers progress, and that the deal with Paf was concluded unusually quickly. The Paf partnership was announced in May 2025; Paf and the Finnish Ski Association signed multi-year agreements last year, according to Visa, who spoke on Wednesday at Paf's Åktoberfest event in Helsinki celebrating the company's 60th anniversary.
How offers are assessed
Visa described a funneled process: offers arrive via his office, he evaluates suitability and discusses options with Räikkönen and the wider family. He said only a small fraction of proposals reach detailed consideration. Visa said there was no need for extra persuasion in the Paf negotiations because Räikkönen already knew the company's background and investigates matters himself prior to decisions.
"We trust our intuition when we meet these people," Visa said, explaining that meeting partner staff helps assess who the team would be working with.
Visa thanked Paf for rapid and professional contract talks. He emphasised that sponsorships are only entered into when Räikkönen is fully committed and that the compatibility of the teams working together matters as much as contractual terms.
Responsibility, scrutiny and the Finnish market opening
Sirpa Korkatti, chair of Suomen Hiihtoliitto (the Finnish Ski Association), joined the panel and said athletes and federations want open conversations about responsibility. She recalled that one national-team athlete strongly questioned the propriety of a partnership with a gambling company when Paf's deal was announced, and that the concern was resolved through open discussion.
Both Visa and Korkatti said due diligence should cover company ownership, operations, and how transparently a gambling company reports its activities and spending. Visa added that an important consideration is what money is used for, where profits go and which player limits are imposed.
Visa also flagged the regulatory change opening the Finnish gambling market as significant and said it could bring notable changes and risks, including the possibility of operators testing the boundaries of advertising permissibility. The full effects on sponsorship will only be visible when the new system starts.[/regulation]
Frequently Asked Questions
How was the Paf–Kimi Räikkönen deal handled?
The deal with Paf was negotiated quickly, Visa said, and was announced in May 2025. Visa thanked Paf for fast and professional contract talks and said no extra persuasion was needed because Räikkönen already knew Paf's background.
What criteria does Sami Visa use to assess sponsorship offers?
Visa assesses offers that arrive via his office, evaluates suitability, and discusses options with Räikkönen and his family. He checks company transparency, ownership and operations, and places weight on meeting partner staff to judge who the teams would be working with.
Did any athlete raise concerns about the Paf partnership?
Yes; one national-team athlete strongly questioned whether a partnership with a gambling company was appropriate when the Paf deal was announced. Sirpa Korkatti said the issue was resolved through open discussion with athletes.
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About the author
Oliver Grant
Industry Technology Correspondent
Oliver Grant covers the technology and business machinery of iGaming — platform and data deals, AI and compliance tooling, affiliate and marketing shifts, and the quarterly numbers behind them. The reports lead with the announcement, name the vendors and figures exactly as published, and separate genuine capability from press-release promise. When a supplier ships a new engine or a regulator tightens ad rules, Oliver Grant explains what actually changes for the companies involved.
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