Posted on: June 22, 2026, 08:51h.
Last updated on: June 22, 2026, 09:18h.
- ToonieBet announces multi-year partnership with the CFL’s Hamilton Tiger-Cats
- Deal includes naming rights for the club level, a premium setting area, at Hamilton Stadium
- ToonieBet launched a licensed igaming platform in Ontario at the end of 2024
ToonieBet, the sportsbook and online casino brand from Soft2Bet, has announced an exclusive, multi-year partnership with the Canadian Football League’s Hamilton Tiger-Cats, becoming the club’s Official iGaming Partner, including naming rights for the club level at Hamilton Stadium.
Multiple Grey Cup Champion
The agreement will feature two dedicated activation spaces for ToonieBet at Hamilton Stadium. Beyond the stadium, ToonieBet and the Tiger-Cats will roll out contests, on-site experiences, and other fan initiatives across digital channels.
The Tiger-Cats have a legacy in the city going back to 1950, when the franchise was formed, with a loyal fanbase extending across the Hamilton region and beyond. The team is an eight-time Grey Cup champion.
Stadium Naming Rights
This partnership fits perfectly into ToonieBet’s broader strategy in Ontario, which focuses on using a hyper localized customer experience to enhance adoption,” said Daniel Madmon, Head of ToonieBet Canada. “By aligning with an iconic Canadian institution like the Tiger-Cats, ToonieBet aims to grow its presence through experiences that are relevant, entertaining, and close to sports fans across the province.”
ToonieBet became an Official Partner of the CFL last year. Madmon said the brand has seen double-digit increases in active-player days and retention since that deal was announced.
Ontario-Based Sportsbook
“A significant driver of this engagement is the MEGA gamification engine, which allows Canadian bettors to interact with personalized missions and rewards,” he said. “The Tiger-Cats partnership is an additional layer to that personalization and localization, giving Canadian players a platform that feels close to home.”
Madmon said the partnership offers a hyper-localized experience that other licensed igaming operators may lack.
“Aligning with major local institutions like the Tiger-Cats helps to legitimize the brand and build trust with the local community,” said Madmon. “These team partnerships are vital because they allow the brand to be part of the actual game day experience and connect with supporters in a meaningful way throughout the season.”
