Soft2Bet's Canadian brand ToonieBet recently announced that it has entered into a multi-year partnership agreement with the Canadian Football League (CFL), officially becoming the official sports betting and online casino partner of the league and its annual highlight event, the Grey Cup Championship.
As part of the agreement, ToonieBet will exclusively display live odds on CFL's digital scoreboards and gain access to official league data, bringing a more accurate and interactive betting experience to sports betting users in Ontario. This partnership not only represents an opportunity for brand exposure but also marks a further expansion of ToonieBet's content ecosystem, with the potential to introduce more new gaming products themed around Canadian football in the future.
Martin Collins, Chief Business Development Officer at Soft2Bet, said: "This partnership is not just about sponsorship, it's an important attempt to establish a real connection with fans and integrate into their culture."
This is also ToonieBet's second recent foray into the Canadian sports industry. Previously, the brand had become the official online casino partner of the NHL's Ottawa Senators, gradually expanding its influence in the local sports market.
Tyler Keenan, CFL's Chief Revenue Officer, also highly praised the partnership: "This partnership aims to create more exciting experiences for fans, not only offering new products and events but also adhering to responsible gambling principles."
In the coming seasons, ToonieBet will frequently appear in various CFL broadcasts and live events, becoming the official odds provider on digital scoreboards. Meanwhile, Soft2Bet is also further consolidating its North American strategic map through this partnership. Following an earlier market entry agreement with Caesars Entertainment in the US, Soft2Bet is expected to officially launch its first product in the US this summer.
