With Week 6 action in the Canadian Football League (CFL) starting in two days as the Calgary Stampeders (3-1) visit the Saskatchewan Roughriders (4-0) for the top spot in the West Division, the league announced a new sports betting partner on Wednesday.
Toronto-based Soft2Bet’s ToonieBet was named this morning as an official sports betting and casino partner of the CFL. It will also become an officially authorized gaming operator in Ontario and an official partner of this year's league championship game — the 112th Grey Cup, which will be held Sunday, November 16 (6 p.m. ET) at Princess Auto Stadium in Winnipeg.
“This partnership is for the fans,” said Tyler Keenan, the CFL’s Chief Revenue Officer, in a news release. “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.”
Fans in Ontario aged 19 and over will be able to wager with access to in-game betting and futures with any Canadian sportsbooks.
The deal marks Soft2Bet’s second Canadian sports partnership within the last three months, following ToonieBet’s deal as the official online casino partner of the NHL’s Ottawa Senators.
“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, ToonieBet’s Canadian Country Manager. “Our team at ToonieBet is deeply committed to building a premium fan experience while delivering exceptional customer hospitality and ensuring both responsible and safe gameplay.”
In addition, Soft2Bet will deliver gaming experiences with official CFL data and statistics to sports fans and sportsbook users across Ontario through ToonieBet. ToonieBet will also serve as the presenting partner of CFL Fantasy and the Gametracker in Ontario on CFL.ca and LCF.ca, in addition to being the CFL’s odds provider on the league’s digital scoreboard.
“We are proud to partner with the CFL and its local teams,” said Martin Collins, Chief Business Development Officer at Soft2Bet. “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.”
