Soft2Bet’s Canadian-facing brand ToonieBet secures Grey Cup rights and digital integrations across the league
The Canadian Football League (CFL) has announced a new partnership with ToonieBet, naming the Soft2Bet-owned platform as its Official Sports Betting Partner and Official Online Casino Partner in a deal that further strengthens the league’s presence in Canada’s regulated gaming market.
The multiyear agreement will see ToonieBet also take on the role of Official Partner of the Grey Cup, Canada’s largest single-day sporting event. The 112th edition of the championship game is set to take place at Princess Auto Stadium in Winnipeg on November 16.
Under the terms of the deal, ToonieBet will become an Official Authorised Gaming Operator of the CFL in Ontario, where it is regulated to offer online sportsbook and casino services. The brand will integrate official league data and statistics into its platform, offering fans in the province access to in-play betting markets, futures, and themed digital experiences.
The partnership extends into the CFL’s digital ecosystem, with ToonieBet named presenting partner of CFL Fantasy and the league’s Gametracker in Ontario, as well as becoming the official odds provider on CFL.ca and its French-language counterpart, LCF.ca.
“This partnership is for the fans,” said Tyler Keenan, Chief Revenue Officer at the CFL. “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.”
The agreement comes just months after ToonieBet was named Official Online Casino Partner of the NHL’s Ottawa Senators, a deal which has since expanded to include full sportsbook services. It marks the second major sports partnership for Soft2Bet in Canada in less than three months.
“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, Canadian Country Manager at ToonieBet.
“Our team is deeply committed to building a premium fan experience, while delivering exceptional customer hospitality and ensuring both responsible and safe gameplay.”
Soft2Bet’s Chief Business Development Officer, Martin Collins, added: “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 CFL currently consists of nine teams and has over a century of football history behind it. As the league continues to evolve alongside new entertainment trends and commercial opportunities, the ToonieBet deal reflects a wider strategy to engage younger and digitally native fans.
ToonieBet operates under Ontario’s regulated iGaming framework and caters specifically to Canadian players, offering sportsbook and casino services designed for local audiences.
