ToonieBet, the online casino and sportsbook brand operated by Soft2Bet, announced on June 22, a new exclusive, multi-year partnership with the Canadian Football League's Hamilton Tiger-Cats, expanding its presence in Ontario iGaming.
What the Deal Includes
The agreement names ToonieBet the Tiger-Cats' Exclusive and Official iGaming Partner and gives the brand naming rights to the club level at Hamilton Stadium. ToonieBet will run two dedicated activation spaces inside the stadium, giving fans more ways to interact with the brand on game days. The partnership also includes digital contests and other fan engagement initiatives throughout the season.
Comments From Both Sides
Daniel Madmon, ToonieBet's head of Canada, said the partnership gives the brand a way to be part of "the game day experience in a meaningful way, from the club level and stadium activations to broadcast and digital moments that help us connect with supporters throughout the season." Kyle Lohnes, vice president of partnership and retail at Hamilton Sports Group, said the club looks forward to "delivering unforgettable moments at Hamilton Stadium and across our digital platforms" with ToonieBet.
ToonieBet's History in Canada
Soft2Bet launched ToonieBet, named for Canada's two dollar "Toonie" coin, with an online casino in late 2024. In April 2025, ToonieBet became the official online casino partner of the NHL's Ottawa Senators, part of its growth among Ontario online casinos. The brand launched its sportsbook the following month, and by July 2025 it had become the CFL's exclusive sports betting and casino partner. ToonieBet is authorized to operate in Ontario's regulated online gaming market overseen by iGaming Ontario and the Alcohol and Gaming Commission of Ontario.
About the Tiger-Cats
The Hamilton Tiger-Cats play in the CFL's East Division and have won 15 Grey Cup championships, among the most in league history. The club traces its football history in Hamilton back to 1869.
