ToonieBet Becomes Exclusive iGaming Partner of Hamilton Tiger-Cats
Canadian iGaming operator ToonieBet, which operates under the Soft2Bet brand, has become the exclusive online gambling partner of the Hamilton Tiger-Cats. The club plays in the Canadian Football League, and the agreement is set to run for multiple years.
Under the terms of the partnership, the ToonieBet brand will appear at the team’s home stadium, Tim Hortons Field. A separate part of the deal is the naming of a premium area of the arena, which will carry the operator’s name. For ToonieBet, this is a notable step in sports marketing, especially because it is not just an advertising placement but exclusive partner status in its category.
The Hamilton Tiger-Cats gain another commercial partner from the fast-growing online gambling segment, while ToonieBet gets a direct connection with the club, its fans and the CFL game-day atmosphere. For casino and betting brands, deals like this often matter for more than just stadium logos: they help brands establish themselves in a local sports context and appear closer to an audience that is already following the games.
The parties did not disclose the financial terms of the agreement. The value of the deal was not specified.
Olivia Grant is an iGaming news reporter at CasinosInCanada who covers casino industry updates, regulations, and market developments.
This feels like a smart move for both sides. Sports partnerships can definitely boost brand awareness, but in the end, players will care more about a casino's payouts, support, and overall experience than the logo on a stadium. It'll be interesting to see if this partnership actually brings long-term value for fans.