Canadian iGaming Operator Expands National Footprint with High-Profile Team Sponsorship and Matchday Activations
Canadian iGaming and sportsbook operator ToonieBet has officially entered into a strategic partnership with the Canadian Football League (CFL) team the Ottawa Redblacks, securing its position as the franchise’s exclusive sportsbook partner.
Under the terms of the new agreement, ToonieBet will receive comprehensive branding and promotional rights, including visibility across Redblacks player jerseys, television broadcasts, and LED displays located at TD Place, alongside integrated digital campaigns across the team’s official social media channels. Additionally, the operator has secured sponsorship of the Sideline Club, the premier field-level seating area within TD Place.
Interactive Game Day Activations
To build local fan engagement, the collaboration incorporates three distinct pre-game events hosted on Exhibition Way, the outdoor pedestrian pathway situated right outside TD Place. These experiential activations will take place on Redblacks game days, offering attendees live music performances, interactive games, and exclusive brand giveaways.
Daniel Madmon, Head of ToonieBet Canada, commented on the partnership:
“Partnering with an iconic franchise like the Ottawa REDBLACKS marks an exciting milestone as we continue to expand ToonieBet’s footprint in Canada. We look forward to wearing the team colours on the field, hosting unforgettable game day experiences, and offering Ottawa fans a fun, innovative platform to engage with the sport they love.”
Broader Canadian Expansion and Market Momentum
This latest sports collaboration builds directly upon ToonieBet’s ongoing expansion strategy and active involvement across the Canadian sports ecosystem. In July 2025, the brand was named an official sports betting and online casino partner of the CFL, as well as an Official Authorized Gaming Operator of the league.
Developed by Soft2Bet specifically for the Canadian market, ToonieBet initially launched in Ontario in May 2025 before extending its operations into Alberta following the province’s official launch of its regulated online gambling market in July 2026, where the operator was among the registered brands ready for opening day.
Market forecasts project strong economic activity across these regions, with an Alberta provincial minister estimating that the newly launched online gaming market will generate CA$76 million (US$55 million) in tax revenue during its inaugural year. Meanwhile, sector growth continues to break records nationwide, as evidenced by recent data from iGaming Ontario reporting an all-time monthly high for cash wagers in July, with total figures reaching CA$9.9 billion (US$7.1 billion).
