The Canadian Football League (CFL) is taking a major step into the world of real-time sports betting, partnering with iGaming operator Soft2Bet and its Canadian-facing brand ToonieBet.
“At the heart of this partnership is our shared ambition to make the fan experience more interactive and rewarding,” said Martin Collins, CBDO at Soft2Bet, in an interview with SiGMA News.
A fan-first, made-in-Canada experience
ToonieBet, Soft2Bet’s Canadian-facing sportsbook and casino brand, will become a visible and integrated part of every CFL gameweek.
“This partnership is for the fans,” said Tyler Keenan, Chief Revenue Officer of the CFL. “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.”
Through the agreement, CFL fans will gain access to what are described as “interactive betting features based on live game moments, official CFL data and statistics integrated into the user experience, and dedicated engagement tools such as CFL Fantasy, Gametracker, and live odds displays.”
Global tech, local passion
For Soft2Bet, the CFL collaboration is part of a broader Canadian strategy. “It’s not just a partnership — it’s a play for long-term fan engagement, innovation, and national relevance,” read a press release.
“Ontario offers a transparent, and well-regulated environment for iGaming, which aligns with Soft2Bet’s global strategy for sustainable growth,” the company told SiGMA News. “Ontario’s licensing system allows for strong governance, innovation, and trust-building with local users.”
Earlier this year, ToonieBet partnered with the Ottawa Senators in what was Soft2Bet’s first foray into Canadian sports. That partnership has since expanded into a full sportsbook offering. Now, with the CFL onboard, the company is staking a larger claim.
“We’re proud to partner with the CFL and its local teams through ToonieBet — a brand built specifically for Canada,” said Martin Collins, Chief Business Development Officer at Soft2Bet. “This isn’t just about visibility; it’s about building long-term relevance and connecting with fans through culture and community. Just as we’ve done in Denmark, Romania, and with the Ottawa Senators, this partnership reflects our belief that the best brand relationships are forged through shared passion, local pride, and purpose-led engagement.”
A model for regulated, responsible growth
The company emphasises that the partnership is founded on responsible gaming principles. With Canada’s provinces, particularly Ontario, enforcing robust regulatory standards, Soft2Bet has found a willing partner in the CFL, a league long known for its community values and national significance.
“Overall, we are planting long-term roots in Canada through partnerships that reflect passion, pride, and purpose,” the company said.
And for the CFL, aligning with a platform that prioritises safe play and technological leadership is key to its evolution in a modern sports environment.
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