Soft2Bet’s Canadian brand, ToonieBet, has bolstered its marketing presence by becoming the Official Sports Betting Partner and an Official Online Casino Partner of the Canadian Football League (CFL).
The multi-year partnership establishes ToonieBet as an Official Partner of the CFL’s championship game, the Grey Cup.
Tyler Keenan, the CFL’s Chief Revenue Officer, commented: “This partnership is for the fans. 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.”
As a result of the collaboration, ToonieBet will bring branded online casino experiences on its platform to entertain existing fans and engage new ones.
ToonieBet’s partnership with the CFL underscores Soft2Bet’s ongoing commitment to Canadian sports fans and a further investment in the Canadian sporting tradition.
The deal marks Soft2Bet’s second sports partnership in the country within the last three months, following ToonieBet’s designation as the Official Online Casino Partner of the NHL’s Ottawa Senators, which was recently expanded with a full sportsbook offering.
“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”.
Steve Spindler, ToonieBet’s Canadian Country Manager, added on the deal: “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.”
Additionally, ToonieBet has been designated as an Official Authorised Gaming Operator of the CFL, allowing Soft2Bet to deliver best-in-class gaming experiences with official CFL data and statistics to sports fans and sportsbook users across Ontario through the ToonieBet platform.
