Covering All Bases
ToonieBet, the Canada-based sportsbook and casino owned by Soft2Bet, has significantly expanded its presence in the country’s betting landscape by securing a deal with the Canadian Football League (CFL).
The agreement makes ToonieBet the CFL’s official sports betting and online casino partner. It allows ToonieBet the right to use official CFL data and statistics. Users of the platform will now have access to a wider array of in-game and outright betting related to CFL matches.
ToonieBet will become the presenting partner of CFL Fantasy and the Game Tracker on CFL.ca, as well as the French counterpart, LCF.ca. The deal also includes CFL-branded online casino experiences.
ToonieBet is now the official odds provider for the league’s digital scoreboard. They will also gain visibility as the official partner of the CFL’s marquee event, the Grey Cup. The 112th edition is set to take place at Winnipeg’s Princess Auto Stadium in November.
Fan Engagement Opportunities
The CFL’s Chief Revenue Officer, Tyler Keenan, stated that the partnership with ToonieBet opens new avenues for fan engagement in stadiums and online. He emphasised the collaboration’s intention to focus on delivering new products and promoting responsible gambling options.
ToonieBet will join a whole roster of CFL gaming partners that includes FanDuel and government-run betting platforms such as the Ontario Lottery and Gaming Corporation (OLG). It is the second agreement ToonieBet has solidified with well-established Canadian sports institutions. It follows a partnership with the NHL’s Ottawa Senators that was announced earlier this year.
Martin Collins, Chief Business Development Officer at Soft2Bet, ToonieBet’s parent company, described partnering with the CFL as a key strategic move. He explained it strengthened ToonieBet’s relevance and connection with fans. He also highlighted the importance of brand relevance and cultural resonance. ToonieBet’s Country Manager for Canada, Steve Spindler, echoed Collins by suggesting partnering with the CFL will elevate their robust offerings in the Canadian market.
