Exclusive: Soft2Bet’s ToonieBet becomes Ottawa Senators official online casino partner

Key points:

– ToonieBet has been named as the official online casino partner of the Ottawa Senators

– Branding will be visible both in-arena and on broadcasts

– To celebrate the deal, ToonieBet is also giving away tickets and merchandise for fans

Soft2Bet brand, ToonieBet, has partnered with the Ottawa Senators, a Canadian National Hockey League (NHL) team, to become the team’s official online casino partner.

Branding from the online casino will be visible both in-arena and on virtual broadcasts across 32 home and away games.

ToonieBet will also create fan experiences through social contests and promotions that will be hosted on the Senators’ websites and social media platforms, including the chance to win merchandise and game tickets.

Martin Ballard, Ottawa Senators VP Corporate Partnerships, said: “We are thrilled to welcome ToonieBet as an official partner of the Ottawa Senators.

“Cooperating with a brand that shares our commitment to providing fans with an exceptional and trusted experience is incredibly exciting.

“Together, we look forward to delivering memorable moments and engaging our passionate fanbase in new and innovative ways.”

Good to know: The Ottawa Senators cinched a place into the playoffs for the first time since 2017 – the third-longest drought in NHL history

Oksana Tsyhankhova, Soft2Bet CMO, said: “Partnering Soft2Bet’s ToonieBet brand with the Ottawa Senators is a significant milestone that reinforces our strong brand presence in Ontario.

“In a short period, we have achieved impressive performance and retention results, with a primary focus on localised, engaging experiences for Canadian players, which makes ToonieBet truly set itself apart.”

This marks another step for Soft2Bet as it strengthens its brand in North America. Only recently, the company launched in New Jersey through a deal with Caesars.

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Megan Elswyth

Business Journalist

Megan Elswyth is a business journalist and Staff Writer at Gambling Insider, where she has been reporting since February 2023. She specialises in researching complex commercial topics, analysing industry trends and interviewing senior executives to deliver insightful journalism for a professional B2B audience.

Megan’s coverage spans financial reporting, regulatory developments, SEC filings and key business developments shaping the global gambling and iGaming landscape. Her work combines rigorous analysis with clear storytelling, helping readers understand the financial, strategic and operational dynamics driving the industry forward.

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