Fans of three-down football will have a new home for all their official CFL sports betting needs.
Key takeaways
- ToonieBet is now the Canadian Football League's Official Sports Betting and Online Casino Partner.
- The multi-year agreement includes Grey Cup rights, access to official CFL data, and CFL Fantasy and Gametracker sponsorship.
- It’s ToonieBet’s second major Canadian sports agreement in recent months, following a deal with the Ottawa Senators in April.
ToonieBet has been named a CFL official sports betting partner and an official online casino partner.
“We are proud to partner with the CFL and its local teams,” said Martin Collins, chief business development officer at Soft2Bet, ToonieBet's operator. “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”.
The move establishes a multi-year partnership between the organizations, with a notable inclusion that also makes ToonieBet the Grey Cup's official partner, with the 112th showdown in Winnipeg later this year.
“This partnership is for the fans,” Tyler Keenan, chief revenue officer of the CFL said. “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.”
ToonieBet continues strong summer in Ontario
Meanwhile, ToonieBet expressed strong optimism about the deal, noting its increased presence in Canada’s most populous province.
“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,” said Steve Spindler, ToonieBet’s Canadian country manager. “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 also makes ToonieBet a CFL official authorized gaming operator, permitting access to official CFL data and statistics, as well as the presenting partner of CFL Fantasy and the league’s Ontario online Gametracker.
It’s just the latest deal for ToonieBet and Soft2Bet as they aim to build upon their early May sportsbook launch in Ontario.
ToonieBet previously announced a deal with the Ottawa Senators on the eve of their return to the NHL Playoffs, as ToonieBet Casino became the Senators' official online casino partner, a deal similar in structure that saw the operator introduce in-arena and broadcast branding, as well as promotions across digital platforms and online.
