Soft2Bet’s Canadian sportsbook and online casino brand ToonieBet has been named as the official sports betting and online casino partner of the Canadian Football League (CFL).
As part of the multi-year deal, ToonieBet will be the official partner of the CFL’s championship game, the Grey Cup, which will be played at Princess Auto Stadium in Winnipeg on Sunday 16 November.
The collaboration will also see the operator explore branded online casino experiences on the ToonieBet platform.
Additionally, ToonieBet has been selected as an official authorised gaming operator of the CFL, allowing Soft2Bet to produce gaming experiences with official CFL data and statistics to sports fans and sportsbook users across Ontario.
“This partnership is for the fans,” said CFL chief revenue officer Tyler Keenan. “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. In the stadium, at home or online, we’re doubling down on engagement and innovation like never before.”
Steve Spindler, Canada country manager for ToonieBet, commented: “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. Our team at ToonieBet is deeply committed to building a premium fan experience, while delivering exceptional customer hospitality and ensuring both responsible and safe game play.”
The deal marks Soft2Bet’s second sports partnership in the country following ToonieBet’s designation as the official online casino partner of the NHL’s Ottawa Senators.
“We are proud to partner with the CFL and its local teams,” said Martin Collins, chief business development officer at Soft2Bet. “This partnership goes beyond visibility, it’s about building relevance and 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.”