ToonieBet Joins CFL as Sports Betting and Casino Partner

ToonieBet is making a bigger push into the Canadian sports and gaming scene, signing a multi-year deal with the Canadian Football League (CFL) as an official sports betting and online casino partner. The agreement also includes a headline role at this year’s 112th Grey Cup in Winnipeg.

Good to know

• ToonieBet is now an official CFL and Grey Cup partner.
• The deal includes CFL Fantasy and Ontario’s online Gametracker.
• ToonieBet gains access to official league data as an authorized operator.

The CFL is bringing more interactivity to its fans through a new partnership with ToonieBet. With this agreement, ToonieBet joins as both a sports betting partner and an online casino partner of the league. The deal includes exclusive rights for ToonieBet to use official CFL data and offer new interactive tools like Gametracker in Ontario and CFL Fantasy.

Tyler Keenan, the CFL’s chief revenue officer, said the focus is on 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. In the stadium, at home or online, we’re doubling down on engagement and innovation like never before.”

Grey Cup and Ontario focus

ToonieBet’s new partnership gives it prominent visibility, especially with the Grey Cup. The operator will serve as the official partner of the CFL championship, which takes place in Winnipeg later this year. That connection is expected to boost fan interaction and solidify ToonieBet’s growing role in Ontario.

Martin Collins, chief business development officer at Soft2Bet, the operator behind ToonieBet, noted:

“We are proud to partner with the CFL and its local teams. This partnership goes beyond visibility — it’s about building relevance and establishing a real connection with fans.”

The brand is already seeing growth in Ontario, and the CFL deal is set to build on that momentum. Steve Spindler, Canadian country manager for ToonieBet, said the focus is on customer experience and safe play:

“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.”

Furthermore, he emphasized the importance of creating a top-tier fan experience while maintaining responsible gaming practices.