Sami Visa: trust decides Kimi Räikkönen’s sponsorship partnerships

Sami Visa said personal trust, company transparency and corporate background are the deciding factors when accepting sponsorship proposals for Kimi Räikkönen; he spoke on Wednesday at Paf’s Åktoberfest in Helsinki and explained that, although Räikkönen receives many offers, few reach a serious evaluation — the collaboration with Paf was announced in May 2025 and was closed quickly. The partnership with Paf was discussed at the event held for Paf’s 60th anniversary and highlights the operator’s role in the Finnish market. (Event: [Paf Åktoberfest](/events); partner: [Paf](/casino).)

Criteria that carry weight in the decision

Visa said partner selection goes through a review of transparency, corporate structure and personal trust. Proposals come to Visa; he evaluates suitability and consults with Räikkönen and the wider family before moving forward. In Paf’s case no extra persuasion was necessary because, Visa said, Räikkönen “already knows the background” and personally checks matters before deciding.

How the negotiation with Paf unfolded

Sami Visa praised the speed and professionalism of negotiations with Paf. He said meeting the counterpart’s staff was key: face-to-face meetings helped form an impression and build trust between the parties. Visa summed that dynamic with a Finnish phrase: "Me luotetaan intuitioon, kun me tavataan nämä ihmiset." The collaboration between Paf and Räikkönen, announced in May 2025, is multi-year, and Paf also signed a multi-year agreement last year with Suomen Hiihtoliitto.

Perspectives on responsibility and the market

Sirpa Korkatti, president of Suomen Hiihtoliitto, took part in the panel and said responsibility is addressed openly with athletes. Korkatti recounted that one national team member expressed concern about the association with a gambling company at the time of the announcement; that concern was resolved after public dialogue. Both Visa and Korkatti agreed that beyond public reputation it is essential to investigate company ownership, how it operates and where its revenues go. Visa added that it matters “what is done with the money, where profits go and what limits are placed on gambling.”

Open market and risks

Visa viewed the planned opening of the Finnish market as a significant change and said the real consequences will be seen when the new system takes effect. The debate flagged the risk that gambling companies may test the limits of advertising and promotion once the market opens.

Panelists: Sami Visa, Sirpa Korkatti. Moderator: Ivan Puopolo. Coverage: Rahapelisanomat. (Event: Paf Åktoberfest.)