ToonieBet Teams Up with Hamilton Tiger-Cats in New Ontario Sportsbook Deal
Posted on: June 22, 2026, 08:51h.
Last updated on: June 25, 2026, 10:38h.
- ToonieBet announces multi-year partnership with the CFL’s Hamilton Tiger-Cats
- Deal includes naming rights for the club level, a premium setting area, at Hamilton Stadium
- ToonieBet launched a licensed igaming platform in Ontario at the end of 2024
ToonieBet is heading to the CFL. The Ontario-facing sportsbook and casino brand has signed a multi-year deal to become the exclusive iGaming partner of the Hamilton Tiger-Cats—an agreement that includes naming rights to Hamilton Stadium’s premium club level.
ToonieBet is setting up a permanent footprint at Tim Hortons Field with two dedicated fan areas. Off the field, the sportsbook and the Ticats will launch digital contests, interactive promotions, and fan-first events all year long.
The Tiger-Cats have a legacy in the city going back to 1950, when the franchise was formed, with a loyal fanbase extending across the Hamilton region and beyond. The team is an eight-time Grey Cup champion.
Stadium Naming Rights
This partnership fits perfectly into ToonieBet’s broader strategy in Ontario, which focuses on using a hyper localized customer experience to enhance adoption,” said Daniel Madmon, Head of ToonieBet Canada. “By aligning with an iconic Canadian institution like the Tiger-Cats, ToonieBet aims to grow its presence through experiences that are relevant, entertaining, and close to sports fans across the province.”
ToonieBet became an Official Partner of the CFL last year. Madmon said the brand has seen double-digit increases in active-player days and retention since that deal was announced.
Ontario-Based Sportsbook
“A significant driver of this engagement is the MEGA gamification engine, which allows Canadian bettors to interact with personalized missions and rewards,” he said. “The Tiger-Cats partnership is an additional layer to that personalization and localization, giving Canadian players a platform that feels close to home.”
Madmon said the partnership offers a hyper-localized experience that other licensed igaming operators may lack.
“Aligning with major local institutions like the Tiger-Cats helps to legitimize the brand and build trust with the local community,” said Madmon. “These team partnerships are vital because they allow the brand to be part of the actual game day experience and connect with supporters in a meaningful way throughout the season.”
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