ToonieBet sponsors Rock League curling’s inaugural season
Soft2Bet’s ToonieBet brand has added to its Canadian sports partnerships by signing up as the official sports betting partner of the inaugural season of Rock League curling.
Rock League is curling’s first professional league, hosting six mixed-gender teams from various parts of the world, including two from Canada (Maple United and Shield Curling Club), one from the U.S., two from Europe, and one Asia-Pacific team.
As the official sports betting partner of the league, which is run by the Grand Slam of Curling operator The Curling Group, ToonieBet will get visibility across digital and social channels as well as an in-arena presence theoughout the league’s first season, which runs April 6-12 at TMU Mattamy Athletic Centre in Toronto.
Rock League games are streamed live in Canada on CBC Sports‘ digital platforms, including CBC Gem and cbcsports.ca, and in the U.S. on ESPN+. Coverage of the playoffs, semifinals, and championship matches will be broadcast nationally in Canada on CBC TV.
The Curling Group was co-founded by former PointsBet Canada Chief Commercial Officer Nic Sulsky. It will expand Rock League to multiple venues across a full five-week season in 2027.
“This partnership with ToonieBet marks an important step as we build a modern, fan-focused curling professional league,” said The Curling Group VP of Sponsorship Keesje Kort. “Sports betting is an increasingly important part of the sports entertainment ecosystem, and we’re excited to work with ToonieBet to create engaging, responsible experiences for our fans.”
Canadian partnerships for a Canada-focused brand
A ToonieBet spokesperson said the partnership perfectly matches Soft2Bet’s objectives to build the brand and connect with local audiences.
Ontario-facing ToonieBet already has an existing multi-year partnership as an official betting provider of the Canadian Football League (CFL) and formerly had a deal with the NHL’s Ottawa Senators.
Soft2Bet General Counsel David Yatom Hay told Canadian Gaming Business last month that partnerships like the CFL arrangement are part of the company’s broader strategy to localize its offering, “making sure that our product, our brand and our engagement approach genuinely resonate with players in each jurisdiction we enter.”
A fresh start in Alberta for Soft2Bet?
Soft2Bet is one of numerous iGaming operators that has applied for registration to enter Alberta when that province launches commercial regulated iGaming later this year. It is seeking regulatory approval both to operate a B2C online gaming platform and to offer B2B services to other companies.
However, while ToonieBet has solidified its presence in Ontario since debuting in 2024 and is now aligned with the CFL, it may not be the B2C brand that Soft2Bet chooses to lead with in Alberta.
“We recognize that Alberta is a distinctly different region with its own unique demographics, competitive landscape, and upcoming regulatory framework,” added Yatom Hay. “We have not reached a final decision on extending the ToonieBet brand.
“However, whether it’s ToonieBet or another brand, it will deliver a localized, engaging experience that genuinely resonates with Albertan players. The hyper-local approach was a key part of our success in Ontario. The same principle applies, regardless of the brand we bring to market.”
Yatom Hay added that if Soft2Bet identifies opportunities for strategic sports partnerships in Alberta with whatever brand it chooses to launch there, it will pursue them.
“The objective is not simply visibility, but relevance, ensuring that the experience we offer feels tailored to Alberta players and connected to the sports they care about,” explained Yatom Hay. “These types of partnerships are important for building trust and familiarity in a new market.”