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Canadian online sportsbook and casino ToonieBet has announced a multi-year partnership with the Hamilton Tiger-Cats, expanding its presence in Canadian football through the Canadian Football League.
Under the agreement, ToonieBet becomes the club’s Exclusive and Official iGaming Partner and secures naming rights for the club level at Tim Hortons Field. The deal also includes two dedicated activation spaces inside the stadium, designed to enhance fan engagement on game days.
Beyond in-stadium branding, the partnership will extend across digital platforms with contests, promotions, and interactive fan initiatives throughout the season.
“We are excited to welcome Tooniebet to the Hamilton Tiger-Cat Family”, said Kyle Lohnes, Vice President of Partnership and Retail at Hamilton Sports Group. “They are focused on delivering an engaging, fan-first experience, and together we looked forward to delivering unforgettable moments at Hamilton Stadium and across our digital platforms”
The Hamilton Tiger-Cats, one of the CFL’s most historic franchises with 15 Grey Cup championships, continue to be a central part of Canadian football culture, drawing strong local support and a broad national fanbase.
With the 2026 CFL season set to begin in late May, the partnership will officially launch during the upcoming CFL draft party, with activations rolling out through stadium branding, on-site experiences, and digital campaigns throughout the season.
ToonieBet’s Head of Canada, Daniel Madmon, said the partnership reflects the company’s goal of growing its presence in Ontario through immersive, sports-driven experiences that connect directly with fans during game day and beyond.
“This agreement gives us the opportunity to be part of the game day experience in a meaningful way, from the club level and stadium activations to broadcast and digital moments that help us connect with supporters throughout the season,” Madmon said..