Betty is now an official online casino partner of the Toronto Maple Leafs and Toronto Raptors.

The Ontario-focused operator has struck a multi-year deal with Maple Leaf Sports and Entertainment (MLSE) that will begin with the start of the 2025-26 NHL season. Starting in October 2025, the two MLSE-owned teams and Betty will launch joint activations aimed at engaging online casino players and sports fans.

Betty said in a statement that the collaboration aims to elevate fan engagement through safe, responsible and entertaining digital experiences. The partnership will also support community-based initiatives through MLSE Foundation and include opportunities for exclusive VIP fan experiences and events.

“This partnership represents a bold step forward for Betty,” said Chavdar Dimitrov, CEO of Betty Canada. “Partnering with the Toronto Maple Leafs and Toronto Raptors allows us to reach fans across Ontario with experiences that are meaningful, exciting, and grounded in trust.”

Betty launched in Ontario in February 2023 with the aim of catering to demographics such as female gamblers.

Betty Canada first franchise under new model

The MLSE deal is a coup for Betty, which announced a shift in its business model at the start of 2025.

Group CEO and Dimitrov’s co-founder, Justin Park, disclosed in a quarterly report that the company would begin pursuing a decentralized franchise model.

Betty’s Ontario market business, which had been the sole focus of the company’s operations since it was founded in 2022, was renamed Betty Canada and became the firm’s first owned and operated franchise, led by Dimitrov on a day-to-day basis.

“Betty was built for Ontario,” Dimitrov told Canadian Gaming Business in an interview earlier this year. “Very early on, we decided that we would be going after the Canadian regulated market. Every single experiment and fine-tuning of the product was made with the Ontarian customer in mind.”

The company intends to expand into other markets, with Park namechecking the U.S. and Latin America in January as “exciting opportunities for future growth.” The company has also expressed an interest in expanding into Alberta when that province opens its doors to commercial online casinos.

Each franchised partnership will have its own brand, technology, digital user acquisition process, operating playbook and startup capital, as well as its own CEO. Betty will siphon revenue from the fully-owned franchises’ own gaming revenues as well as generate IP licensing fees from third-party franchises. Betty also aims to develop its own games for licensing by 2025, creating another potential revenue stream.

Betty aims for Canadian market leadership position

Dimitrov told Canadian Gaming Business earlier this year that he and the company aim to get Betty Canada into a market leader position.

“The growth so far has been substantial and the exciting part is there’s more market share for grabs,” the franchise’s CEO said.

In a saturated market like Ontario’s, that will be no easy feat. But the new deal with two of Toronto’s biggest sports teams will unlock a new level of visibility, recognition and engagement for an ambitious company.