Published on: February 17, 2026, 02:36h.

Updated on: February 17, 2026, 02:38h.

• Betty Canada forges new partnerships with Toronto professional sports teams
• Emphasis on engaging fan experiences and concourse activities
• Toronto FC’s MLS season launches on February 21

Betty Canada is enhancing its partnership portfolio with Ontario sports organizations, having recently entered into agreements with both Major League Soccer’s Toronto FC and the Canadian Football League’s Toronto Argonauts.

The objective of this partnership is to enhance fan experiences during games, activate concourse events, and organize prize giveaways.

Chavdar Dimitrov, CEO of Betty Canada, outlined a transformative vision for the company in early 2025, aiming to double revenue by year-end. This strategic partnership aligns with the firm’s ambitious growth trajectory.

Enhancing In-Game Fan Engagement

Betty launched in Ontario’s regulated iGaming market in 2023, specifically targeting female gamblers. However, by 2024, the company shifted its approach to be more inclusive while still appealing primarily to women. The gender demographic within the company is balanced at approximately 50%, with a slight tilt towards female clients.

To bolster its growth agenda, Betty inked a multiyear agreement with Maple Leafs Sports & Entertainment in June, officially designating them as the “Official Online Casino Partner of the Leafs and Raptors”.

Collaboration with the Raptors and Maple Leafs

Today’s announcement comes as Ontario gears up for the new MLS season, with Toronto FC set to kick off on February 21, hosting their first home match at BMO Field against New York on March 14. The partnership with the Argonauts will commence on May 23 during a pre-season bout in Hamilton against the Tiger-Cats.

“This collaboration provides fans with innovative ways to connect with their favorite teams,” said Dikla Revach, Chief Growth Officer at Betty. “We are crafting exhilarating experiences that are inspired by the community and, most importantly, enjoyable.”

Future Expansion to Alberta

With eyes set on Alberta, Betty Canada is preparing to enter a new regulated iGaming market similar to Ontario’s. Dimitrov has previously indicated that plans for expansion into Alberta are underway.

In Ontario, iGaming operators are striving to differentiate themselves in a competitive environment with 48 licensed operators and 82 gaming websites. In 2025, the Ontario private market generated over $98 billion in handling, with operators collectively reporting $4 billion in Net Adjusted Gaming Revenue (NAGGR). The casino sector remains robust, contributing $8.27 billion in cash wagers in December, holding an impressive 87% market share, marking a 4% increase since November.