Online sportsbook ToonieBet has expanded its marketing deals in the Canadian Football League.
Key Takeaways
- ToonieBet’s logo will be displayed on Ottawa’s team jerseys.
- Fan experiences will begin Saturday in the Redblacks’ game against the Lions.
- ToonieBet also has a partnership with the Hamilton Tiger-Cats.
The official sports betting and casino operator of the CFL announced an exclusive partnership with the Ottawa Redblacks on Wednesday, giving the sportsbook visibility opportunities with a second franchise in the league.
The Soft2Bet-owned brand's logo will be displayed on players’ jerseys, and ToonieBet will offer fan experiences beginning Saturday when the Redblacks host the BC Lions.
“Partnering with an iconic franchise like the Ottawa REDBLACKS marks an exciting milestone as we continue to expand ToonieBet's footprint in Canada,” said Daniel Madmon, head of ToonieBet Canada. “We look forward to wearing the team colours on the field, hosting unforgettable gameday experiences, and offering Ottawa fans a fun, innovative platform to engage with the sport they love.”
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What's included
The deal includes TD Place activations, TV and LED signage inside the stadium, and social media integrations. ToonieBet will also host pregame parties on Exhibition Way outside TD Place on gamedays, partnering with RNation to provide a live DJ, games, and fan giveaways.
“We are thrilled to welcome ToonieBet into the REDBLACKS family as a sportsbook partner,” said Matthew Bennett, vice president of corporate partnerships for the Redblacks. “RNation is known for bringing unmatched energy to TD Place, and this partnership is all about taking that fan experience to the next level.”
Fans can also purchase ticket packages in the ToonieBet Sideline Club, putting them on the field and close to the action. Those ticketholders will also have access to the viewing deck.
“We are excited to collaborate on unique activations that celebrate our fans and the great tradition of Canadian football,” Bennett said.
Additional partnerships
ToonieBet, which first entered the Canadian iGaming market in 2024, became the official online casino partner of the NHL’s Ottawa Senators in April 2025. Then Cyprus-based Soft2Bet launched the ToonieBet-branded sportsbook in Ontario in May 2025.
ToonieBet’s multi-year agreement with the CFL signed in July 2025 includes marketing rights to the Grey Cup, access to CFL data, and a fantasy and gametracker sponsorship. ToonieBet is also the official online sportsbook and iGaming partner of the Hamilton Tiger-Cats.
