ToonieBet Named Tiger-Cats’ Exclusive iGaming Partner in Third CFL Deal
ToonieBet, Soft2Bet’s Ontario-facing sportsbook and casino brand, has signed a multi-year agreement naming it the exclusive Official iGaming Partner of the Hamilton Tiger-Cats, one of the Canadian Football League’s best known franchises. Financial terms were not disclosed.
The deal includes naming rights for the club level at Tim Hortons Field, the Tiger-Cats’ Hamilton stadium. The space will be branded the ToonieBet Club and will include visual branding, activation areas, fan giveaways and contests for VIP guests and suite holders.
ToonieBet will also receive co branded signage across the stadium and run activations on game days, with digital contests planned across the Tiger-Cats’ online channels.
The agreement builds on an existing relationship. ToonieBet served as the CFL’s Official Sports Betting and Online Casino Partner during the 2025 season, according to Soft2Bet.
Daniel Madmon, Head of Canada at ToonieBet, said the Tiger-Cats deal supports the brand’s effort to meet Canadian sports fans in places tied to their team loyalty, calling it a strategic move for a product built around Canadian sports audiences.
Kyle Lohnes, Vice President of Partnerships and Retail at Hamilton Sports Group, said the club and ToonieBet share a focus on fan activations at the stadium and across digital channels.
The Tiger-Cats hold 15 Grey Cup titles and compete in the CFL’s East Division, giving ToonieBet access to a loyal Hamilton fanbase and a wider football audience across Ontario.
Team sponsorships have become a common growth tool for Ontario operators since the province opened to private igaming brands in 2022. Sports betting companies in the market increasingly pair odds and bonuses with local club deals to build recognition that paid media alone does not deliver.
This marks ToonieBet’s third major Canadian sports partnership in the past year, according to Soft2Bet. The company said it operates multiple iGaming brands and holds more than 22 licences across 12 jurisdictions, giving the Ontario brand a wider operating base behind its local market push.
💡 TGJ Take
Three sports partnerships in a year is a pattern, not a one-off marketing spend. ToonieBet is building local credibility in a province where paid acquisition costs are high and sportsbook products look identical on paper. The Tiger-Cats deal gives it recurring, physical touchpoints during the CFL season rather than a single campaign burst. For other Ontario operators without local sports tie-ins, this raises the bar on what counts as differentiation. The open question is whether Soft2Bet can show these deals convert into retained players, not just stadium signage.
