Soft2Bet’s ToonieBet Named Sportsbook, Online Casino Partner of the CFL

ToonieBet on Wednesday was unveiled as the official sports betting and online casino partner of the Canadian Football League (CFL). 

The platform, created by iGaming provider Soft2Bet, was designed with a specific focus on its Canadian player base. The partnership will also result in ToonieBet becoming an official partner of the Grey Cup, the league’s championship match that is scheduled for Nov. 16.

The Grey Cup is Canada’s largest annual sporting event. This year’s championship game will be the 112th Grey Cup and will take place at Princess Auto Stadium in Winnipeg.

A new chapter for ToonieBet

The multi-year partnership deal will allow ToonieBet to receive exclusive marketing opportunities. ToonieBet will also unveil futures, pre-game and live CFL betting markets, along with exclusive branded online casino opportunities.

ToonieBet was also named an “Official Authorized Gaming Operator of the CFL,” meaning it will be allowed access to the CFL’s data and statistics vaults to improve its sportsbook offerings for its Ontario customers. 

“We are proud to partner with the CFL and its local teams,” said Soft2Bet Chief Business Development Officer Martin Collins. “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.”

Ontario-based players who are at least 19 will be able to bet on ToonieBet’s CFL markets or online casino platform.

“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,” said CFL Chief Revenue Officer Tyler Keenan. “In the stadium, at home or online, we’re doubling down on engagement and innovation like never before.”

Focused on expansion

Soft2Bet has placed a heavy emphasis on growing its presence in the Canadian market. 

The company in April announced a partnership with the NHL’s Ottawa Senators, helping it become the team’s official iGaming partner. In May, it launched the ToonieBet sportsbook on the App Store and Google Play Store. 

The partnership with the CFL means that Soft2Bet has also entered a strong position with one of the country’s most popular leagues. On top of being a verified odds provider, ToonieBet will also serve as a presenting partner of CFL Fantasy and the Gametracker in Ontario.

“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. “Our team at ToonieBet is deeply committed to building a premium fan experience, while delivering exceptional customer hospitality and ensuring both responsible and safe game play.”

The CFL has reported a positive increase in viewership in recent years. Last year’s Grey Cup drew an average audience of 3.6 million live viewers across TSN, CTV, and RDS.

The total reach was reported as 9.9 million, while 4.3 million people watched the halftime show that featured the Jonas Brothers.