Published on: June 22, 2026, 08:51h.
Updated on: June 22, 2026, 09:18h.
- ToonieBet enters a long-term collaboration with CFL’s HamiltonTiger-Cats
- Partnership includes rights to the club level at Hamilton Stadium
- ToonieBet launched its licensed igaming platform in Ontario at the end of 2024
ToonieBet, the online sportsbook and casino powered by Soft2Bet, has unveiled an exclusive multi-year alliance with the Hamilton Tiger-Cats of the Canadian Football League. As the team’s Official iGaming Partner, this partnership grants ToonieBet naming rights for the club level at Hamilton Stadium.
Celebrated Grey Cup Champions
This partnership will feature two unique activation zones for ToonieBet at Hamilton Stadium. Apart from the stadium offerings, both entities will introduce contests, fan experiences, and various initiatives across digital platforms.
Established in 1950, the Tiger-Cats hold a rich history in Hamilton and enjoy a devoted fanbase that expands beyond the local region. The team boasts eight Grey Cup championships.
Club Level Naming Rights
“This collaboration aligns seamlessly with ToonieBet’s expansive strategy in Ontario, emphasizing a tailored customer experience to drive adoption,” stated Daniel Madmon, Head of ToonieBet Canada. “Partnering with a renowned institution like the Tiger-Cats allows ToonieBet to enhance its presence through relevant, engaging experiences tailored to sports enthusiasts throughout the province.”
Last year, ToonieBet became an Official Partner of the CFL. According to Madmon, the brand has experienced double-digit growth in active-player engagement and retention rates since the announcement of that deal.
Local Sportsbook in Ontario
“A key contributor to this engagement is our MEGA gamification system, which enables Canadian bettors to partake in personalized missions and rewards,” he noted. “The Tiger-Cats partnership adds a personal touch, providing Canadian players with a platform that feels local.”
Madmon emphasized that this partnership offers a localized experience that many other licensed igaming platforms might not provide.
“Collaborating with prominent local teams like the Tiger-Cats reinforces our brand’s credibility and fosters trust within the community,” Madmon added. “These partnerships are essential as they enable us to integrate into game day experiences and connect meaningfully with fans throughout the season.”