"ToonieBet's partnership with the CFL is a milestone for Soft2Bet not just in Canada, but in our global roadmap"

As the Canadian sports betting market matures, strategic partnerships play a vital role in shaping brand identity and deepening fan engagement. A major alliance in this space was unveiled earlier this month with the announcement of a new partnership between Soft2Bet's ToonieBet and the Canadian Football League (CFL). The move is set to not only strengthen the brand's presence in Canada but also open the door toward more integrated, fan-centric experiences in the gaming space.

In this exclusive Yogonet interview, Martin Collins, Chief Business Development Officer at Soft2Bet, and Steve Spindler, Canadian Country Manager for ToonieBet, share the strategic thinking behind the deal, its impact on brand positioning, and how it builds on the company's earlier success with the Ottawa Senators. They also reveal how the partnership will bring CFL fans closer to the game through unique activations, fantasy integrations, and more.

On the league’s side, Owen Welsh, Vice-President of Growth & Innovation at the CFL, offers insight into how this partnership aligns with the league’s evolving digital engagement strategy, particularly among younger, tech-savvy audiences, and how it ensures the integrity and safety of the game remain central to every interaction.

From a Soft2Bet perspective, what does this new partnership with the CFL represent, and how does it support your long-term vision for ToonieBet and your global expansion strategy?

Martin Collins: This partnership is a milestone for Soft2Bet, not just in Canada, but in our global roadmap. Partnering ToonieBet with the CFL, a cornerstone of Canadian sports heritage, reflects our commitment to meaningful, localized growth in regulated markets.

We’re not here to enter markets passively. We aim to embed ourselves authentically, building strong emotional ties with local fans through trusted institutions like the CFL. This deal underpins our long-term ambition to scale ToonieBet as a culturally resonant brand, leveraging premium entertainment, market-specific tech, and strategic partnerships that reinforce our leadership position across regions.

What made the CFL the right partner at this stage of ToonieBet's expansion in Canada? How does this partnership build on your recent collaboration with the Ottawa Senators, and what does it say about ToonieBet’s broader strategy in Canada?

Steve Spindler: The CFL is the pillar of Canadian sports and community identity. At this stage in ToonieBet’s growth, partnering with such a widely respected cultural institution expands our presence.

While our collaboration with the Ottawa Senators established strong regional foundations, the CFL significantly broadens our engagement footprint. Together, these partnerships reflect our step-by-step strategy: building local trust while amplifying our message across the country. We're committed to growing in Canada with purpose — through partnerships that reflect passion, integrity, and community connection.

Steve Spindler, Canadian Country Manager for ToonieBet

How does this deal help ToonieBet stand out from the pack in the competitive Canadian gaming space? From a brand perspective, how important is this partnership as a marketing platform?

Steve Spindler: In a crowded Canadian gaming landscape, meaningful differentiation comes from trust, relevance, and authenticity. This CFL partnership delivers on all three. It enables us to create exclusive content and campaigns rooted in a beloved national sport,  going well beyond conventional sponsorship.

By accessing CFL IP and directly connecting with fans through digital and in-stadium experiences, we build deeper brand equity and engagement. ToonieBet isn’t just another brand, it’s a trusted partner in Canadian sport, and that makes all the difference.

You’ve emphasized branded online casino experiences and fan engagement in the announcement — what specific activations or features can CFL fans expect through this partnership?

Steve Spindler: We’re excited to bring fans closer to the action through a series of unique activations. These include:

• Fan-First Activities: Contests and giveaways tied to CFL games, including fantasy sports integrations, VIP experiences, and merchandise prizes.

• Smart Content Integration: Real-time odds, editorial content, and stats within the ToonieBet platform to enhance engagement.

• Responsible Gaming Collaborations: Joint initiatives with the CFL to promote safe, informed play.

Additionally, as Official Partner of the Grey Cup, we’re planning immersive experiences that celebrate both the sport and its fans during Canada’s biggest football event.

As ToonieBet continues to grow its Canadian presence following its Ontario launch last year, what's next for the brand? And what can you tell us in terms of performance and retention in the initial period since going live?

Steve Spindler: Following our strong Ontario debut, we’re doubling down on three priorities:

• Product Leadership: Continuously improving our platform based on user insights and innovation.

• Deeper Local Engagement: Building immersive experiences around key partnerships like the CFL and Ottawa Senators.

• Responsible Growth: Upholding our duty to provide a safe and supportive environment for all players.

• Performance-wise, we’re extremely pleased with early indicators: strong acquisition, healthy retention, and overwhelmingly positive sentiment. 

These results validate our strategy of localized content, trusted partnerships, and premium entertainment. We're here to grow — but to do it responsibly, and with real value to Canadian fans.

What does this new partnership with ToonieBet represent for the CFL in terms of its engagement strategy? How does this collaboration fit into the league’s broader vision for fan interactivity, particularly among younger or more digitally native audiences?

Owen Welsh: This partnership represents the CFL’s continued commitment to entertaining and engaging fans. The way in which fans interact with sports continues to evolve.

Many fans come out to stadiums and tune in on TV or the league’s free streaming service, CFL+. Some fans may choose to take part in the league’s free-to-play online experiences on CFL Game Zone, or others who are 19+ may responsibly wager on the league through ToonieBet. This partnership is an extension of the league’s vision to meet fans where they are.

Owen Welsh, Vice-President of Growth & Innovation at the CFL

What unique experiences or enhancements can fans expect thanks to this partnership? What made ToonieBet a suitable partner for the league?

Owen Welsh: ToonieBet will present CFL Fantasy on CFL Game Zone, supporting one of the league’s biggest avenues of online engagement with fans. Their odds integration will appear on the scoreboard in Ontario on CFL.ca and LCF.ca, to better inform those who choose to interact with the league through responsible wagering. ToonieBet will also present the league’s Rivalry Games – some of the biggest matchups of the season that have been built on decades of tradition and fierce competition.

ToonieBet has been the perfect partner to support these enhancements because they share the CFL’s vision of prioritizing innovation and engagement to better fan experience.

How were responsible gaming principles incorporated into the agreement with ToonieBet? How is the CFL ensuring that the partnership upholds the integrity of the sport, especially with the increased visibility of odds and betting tools?

Owen Welsh: Responsible gaming is a core tenet of the league’s partnerships with its Authorizing Gaming Operators. The integrity of sport is paramount to the CFL. Wagering activities should only be undertaken by adults who are of age, who have the means to participate. 

The league works closely with its monitoring services, the Canadian Centre for Ethics in Sport, ToonieBet, and its other Authorized Gaming Operators, to ensure the integrity of the game is upheld.