ToonieBet is the Canadian Football League’s Official Betting Partner

Key points:

– ToonieBet is the Official Sports Betting and Casino Partner of the Canadian Football League and Grey Cup championship game

– Odds will be displayed on the league’s digital scoreboard

– The brand will have access to official CFL data

ToonieBet will be the sports betting and casino partner of the Canadian Football League after a multi-year deal was announced. 

Soft2Bet’s Canadian online casino brand and sportsbook will also sponsor the Grey Cup annual championship game, one of the country’s biggest sporting events. 

The collaboration opens up the possibility of new branded online casino content for ToonieBet, and the operator has alluded to these potential new offerings being in the pipeline. 

Martin Collins, Chief Business Development Officer at Soft2Bet, has explained why the deal is more than a straightforward sponsorship agreement: “This partnership goes beyond visibility – it’s about building relevance and establishing a real connection with fans.” 

The deal also has implications for ToonieBet’s data offering – as the designated Gaming Operator of the CFL, Soft2Bet will be able to use official CFL statistics to offer better gaming experiences to its sportsbook users across Ontario. 

Good to know: This deal is ToonieBet’s second excursion into Canada’s sporting world in recent months. The brand also recently announced itself as the Official Online Casino Partner of the NHL’s Ottawa Senators 

The CFL has spoken glowingly of the partnership, with Tyler Keenan, the CFL’s Chief Revenue Officer saying: “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.” 

Football fans will see plenty of ToonieBet while viewing matches in the coming years, with the deal establishing it as the CFL’s sole odds provider on the league’s digital scoreboard. 

Soft2Bet is further entrenching itself in the North American market with this arrangement, bearing in mind an upcoming launch of its first US offering is expected later this summer following a market access agreement with Caesars Entertainment. 

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Rory Calland

Journalist

Rory Calland is a journalist and Staff Writer at Gambling Insider, having joined the publication in June 2025. Based in the United Kingdom, he covers breaking news, industry developments and market trends across the global gambling and iGaming sectors.

At Gambling Insider, Rory reports on key commercial, regulatory and financial stories affecting operators, suppliers and stakeholders, producing timely analysis and exclusive coverage for the brand’s professional B2B audience. He has also showcased his reporting on notable industry developments such as major funding rounds, regulatory movements and market expansion.

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