ToonieBet online casino and sportsbook has secured another high-profile Canadian sports partnership.
Soft2Bet’s Canadian-focused B2C gaming brand is now an official sports betting and online casino partner of the Canadian Football League (CFL) through a new multi-year deal.
The agreement also makes ToonieBet an official partner of the Grey Cup, the 112th edition of which will be played at Winnipeg’s Princess Auto Stadium in November.
Through the deal, which also designates ToonieBet as an official authorized gaming operator of the CFL, Soft2Bet will be able to use official CFL data and statistics to sports fans and sportsbook users across Ontario through the ToonieBet platform. ToonieBet users will get access to in-game and futures betting markets and CFL-branded online casino experiences.
ToonieBet will also be the presenting partner of CFL Fantasy and the Game Tracker in Ontario on CFL.ca and LCF.ca, in addition to being the CFL’s odds provider on the league’s digital scoreboard.
“Together with ToonieBet, we will unlock exciting avenues of entertainment, delivering new products, responsible gaming options and unique activations, to better serve the future of fandom,” said Tyler Keenan, the CFL’s chief revenue officer. “In the stadium, at home or online, we’re doubling down on engagement and innovation like never before.”
ToonieBet hopes to cash in on cachet
ToonieBet joins a list of CFL gambling partners that also includes the likes of FanDuel, as well as crown lottery corporations in various provinces including Ontario Lottery and Gaming (OLG).
Soft2Bet Chief Business Development Officer Martin Collins said in a release that the partnership is about building relevance for the ToonieBet brand, as well as establishing a real connection with fans.
“Aligning with one of Canada’s most trusted leagues allows us to strengthen our bond with Ontarians and deliver a best-in-class sports betting and gaming experience through ToonieBet.”
“Partnering with the CFL will elevate our robust offerings in the Canadian market and allow us to continue building our passionate sports and online gaming community in Ontario,” added Steve Spindler, ToonieBet’s Canadian country manager. “Our team at ToonieBet is deeply committed to building a premium fan experience, while delivering exceptional customer hospitality and ensuring both responsible and safe gameplay.”
Canadian by name, Canadian by nature
Soft2Bet describes ToonieBet as a brand purpose-built for the Canadian market.
“When we created ToonieBet, we wanted to speak to the local culture,” Collins told Canadian Gaming Business last month. “A ‘toonie’ is a Canadian $2 coin, so from the start, we are creating something unique and applicable to the region.”
Soft2Bet obtained an operator’s licence from the Alcohol and Gaming Commission of Ontario (AGCO) in March 2024, registered under Canadix Limited, and it debuted in the province in late 2024. It has ramped up its efforts in the province recntly.
The partnership with the CFL is the brand’s second Canadian sports partnership within the last three months, after ToonieBet became the official online casino partner of the NHL’s Ottawa Senators in April.
ToonieBet recently expanded with a full sportsbook offering, launching a new sports betting app in May in Ontario and introducing a sportsbook section on its official website, with access to over 85,000 live events each month and more than 70,000 pre-match events across a wide range of sports.
The Malta-based company intends to launch a new online gaming brand in New Jersey’s online casino market in the near future, which Collins called “a major step in our growth as a leading iGaming turnkey solutions provider.”
