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.<\/p>\n
\u201cAt the heart of this partnership is our shared ambition to make the fan experience more interactive and rewarding,\u201d said Martin Collins, CBDO at Soft2Bet, in an interview with SiGMA News.<\/p>\n
A fan-first, made-in-Canada experience<\/p>\n
ToonieBet, Soft2Bet\u2019s Canadian-facing sportsbook and casino brand, will become a visible and integrated part of every CFL gameweek.<\/p>\n
\u201cThis partnership is for the fans,\u201d said Tyler Keenan, Chief Revenue Officer of the CFL. \u201cTogether 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\u2019re doubling down on engagement and innovation like never before.\u201d<\/p>\n
Through the agreement, CFL fans will gain access to what are described as \u201cinteractive 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.\u201d<\/p>\n
Global tech, local passion<\/p>\n
For Soft2Bet, the CFL collaboration is part of a broader Canadian strategy. \u201cIt\u2019s not just a partnership \u2014 it\u2019s a play for long-term fan engagement, innovation, and national relevance,\u201d read a press release.<\/p>\n
\u201cOntario offers a transparent, and well-regulated environment for iGaming, which aligns with Soft2Bet\u2019s global strategy for sustainable growth,\u201d the company told SiGMA News. \u201cOntario\u2019s licensing system allows for strong governance, innovation, and trust-building with local users.\u201d<\/p>\n
Earlier this year, ToonieBet partnered with the Ottawa Senators in what was Soft2Bet\u2019s 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.<\/p>\n
\u201cWe\u2019re proud to partner with the CFL and its local teams through ToonieBet \u2014 a brand built specifically for Canada,\u201d said Martin Collins, Chief Business Development Officer at Soft2Bet. \u201cThis isn\u2019t just about visibility; it\u2019s about building long-term relevance and connecting with fans through culture and community. Just as we\u2019ve 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.\u201d<\/p>\n
A model for regulated, responsible growth<\/p>\n
The company emphasises that the partnership is founded on responsible gaming principles<\/a>. With Canada\u2019s 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.<\/p>\n \u201cOverall, we are planting long-term roots in Canada through partnerships that reflect passion, pride, and purpose,\u201d the company said.<\/p>\n 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.<\/p>\n Get the inside track on iGaming\u2019s biggest stories with SiGMA\u2019s Top 10 news countdown! From breaking headlines to exclusive insights, the world\u2019s biggest iGaming community delivers a weekly newsletter designed to keep you ahead of the game. Subscribe HERE<\/a> to stay informed and unlock subscriber-only offers!\u00a0\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"The Canadian Football League (CFL) is taking a major step into the world of real-time sports betting, partnering…\n","protected":false},"author":2,"featured_media":45436,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[437],"tags":[49,48,521,522,520,527,31925,82],"class_list":["post-45435","post","type-post","status-publish","format-standard","has-post-thumbnail","category-cfl","tag-ca","tag-canada","tag-canadian-football-league","tag-canadianfootballleague","tag-cfl","tag-football","tag-microbetting","tag-sports"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/45435","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=45435"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/45435\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/45436"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=45435"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=45435"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=45435"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}