Online sportsbook and casino company ToonieBet signed an exclusive, multi-year deal with the CFL’s Hamilton Tiger-Cats.
Key Takeaways
- ToonieBet launched its online casino in late 2024 and its sportsbook in May 2025.
- Last July, ToonieBet became the Canadian Football League's exclusive sports betting and online casino partner.
- ToonieBet is now fortifying its local ties by becoming the exclusive iGaming partner of the Tiger-Cats.
ToonieBet, Soft2Bet’s sportsbook and casino brand, announced the partnership, which includes the naming rights to the club level at Hamilton Stadium.
"Partnering with the Hamilton Tiger-Cats is an exciting moment for ToonieBet as we continue to grow our presence in Ontario through experiences that feel relevant, entertaining and close to sports fans across the province," said Daniel Madmon, head of ToonieBet at Canada. "This agreement gives us the opportunity to be part of the game day experience in a meaningful way, from the club level and stadium activations to broadcast and digital moments that help us connect with supporters throughout the season."
ToonieBet will feature two dedicated activation spaces at the stadium, enhancing fan engagement. ToonieBet and the Tiger-Cats will also roll out contests and other fan initiatives across digital channels.
The Tiger-Cats’ roots go back 150 years. The 15-time Grey Cup champions are one of the CFL's most storied franchises.
Enjoying Covers content? Add us as a preferred source on your Google account"We are excited to welcome ToonieBet to the Hamilton Tiger-Cat Family," said Kyle Lohnes, vice president of partnership and retail at Hamilton Sports Group. "They are focused on delivering engaging, fan-first experience, and together we looked forward to delivering unforgettable moments at Hamilton Stadium and across our digital platforms."
Growing Canadian Sports Ties
When Soft2Bet launched the ToonieBet brand, it wanted something distinctly Canadian. In fact, it was named after the “Toonie,” the moniker for Canada’s two-dollar coin. And in a very short time, that brand helped Soft2Bet grow at an impressive rate.
David Yatom Hay, Soft2Bet’s general counsel, said, “We designed the brand to reflect Canadian culture in every detail - from tone of voice and visual design to local partnerships and player engagement. The response has been remarkable: ToonieBet achieved steady growth in Ontario, building strong awareness among both sports fans and casual players.”
ToonieBet launched its online casino in late 2024. In April 2025, the brand became the official online casino partner of the NHL’s Ottawa Senators. Just one month later, ToonieBet debuted its sportsbook. In July, the Soft2Bet’s brand became the exclusive sports betting and online casino partner of the CFL.
