TheHamilton Tiger-Cats have signed ToonieBet as the Canadian Football League (CFL) team’s exclusive official iGaming partner, the latest Canadian sports partnership for Soft2Bet’s Ontario-facing sportsbook.
Through the multi-year deal with the 15-time Grey Cup champions, ToonieBet gets numerous benefits, including:
- Stadium branding, such as naming rights for the club level at Tim Horton’s Field
- Dedicated in-stadium activation spaces
- Shared social media marketing, promotional campaigns, fan contests, and other initiatives via Ticats social media
“Partnering with the Hamilton Tiger-Cats is an exciting moment for ToonieBet as we continue to grow our presence in Ontario through experiences that feel relevant, entertaining and close to sports fans across the province,” said ToonieBet Head of Canada Daniel Madmon.
“This agreement gives us the opportunity to be part of the game day experience in a meaningful way, from the club level and stadium activations to broadcast and digital moments that help us connect with supporters throughout the season.”
ToonieBet a visible presence in Canadian sports
The localized agreement is separate from the operator’s partnership with the CFL at the league-wide level, although it will naturally complement that deal at the local and provincial level. Soft2Bet described the arrangement as “the next chapter in ToonieBet’s growing commitment to Canadian sports culture.”
ToonieBet has been a league-wide partner of the CFL since the start of summer 2025, an agreement that made it an authorized gaming operator of the league and an official partner of the 112th Grey Cup, which the Saskatchewan Roughriders won in Winnipeg last November.
Through that agreement, the operator gets to use official CFL data and statistics for its sportsbook offerings, and has the right to offer CFL-branded online casino experiences. Soft2Bet Chief Product Officer Yoel Zuckerberg told SBC Leaders last year that a live odds integrations on CFL.ca and LCF.ca resulted in a 63% increase in SEO traffic and a 3.2x increase in aided brand recall for ToonieBet.
The CFL has other Canadian gaming partners, including FanDuel and theScore Bet, the latter of which recently became the new presenting partner of CFL Fantasy and the CFL app.
As indicated by the fact it is named after the Canadian $2 coin, ToonieBet is designed as a strongly Canadian brand. It has operated in Ontario under an Alcohol and Gaming Commission of Ontario (AGCO) license since 2024.
Canadian sports deals have been a focus for the brand. It was formerly an official online casino partner of the NHL’s Ottawa Senators and earlier this year sponsored the inaugural season of Rock League Curling.
ToonieBet could pursue similar partnerships in Alberta
Now, Soft2Bet has secured another Canadian sports deal for the brand as it prepares to launch the sportsbook and casino in a second province.
ToonieBet is on the list of registered Alberta iGaming operators for when that province launches regulated commercial online gambling on July 13.
Soft2Bet General Counsel David Yatom Hay told Canadian Gaming Business that Soft2Bet could pursue similar strategic sports partnerships in Alberta given what he described as their importance “for building trust and familiarity in a new market.”
