The NHL’s Ottawa Senators and Soft2Bet’s ToonieBet have announced a partnership, as the latter has now become the Senators’ official iGaming partner.
Committed Partnership
The NHL playoffs are looming, and the Ottawa Senators have snapped a multi-year drought by qualifying for the playoffs for the first time in seven seasons. And that isn’t the only big news for the Sens, as the team has reached an agreement with Soft2Bet’s ToonieBet as its official online casino partner.
“Partnering Soft2Bet’s ToonieBet brand with the Ottawa Senators is a significant milestone that reinforces our strong brand presence in Ontario,” said Oksana Tsyhankova, chief marketing officer at Soft2Bet. “In a short period, we have achieved impressive performance and retention results, primarily focusing on localized, engaging experiences for Canadian players, which makes ToonieBet truly set itself apart.”
Martin Ballard, VP, Corporate Partnerships for the Senators, was equally as enthused, saying, “We are thrilled to welcome ToonieBet as an official partner of the Ottawa Senators. Cooperating with a brand that shares our commitment to providing fans with an exceptional experience is incredibly exciting. Together, we look forward to delivering memorable moments and engaging our passionate fanbase in new and innovative ways.”
Enhancing Fan Interaction
This new partnership between the Senators and one of the newest iGaming platforms to enter the Ottawa market should help increase awareness of both brands and enhance the experience for those watching the hometown team at the Canadian Tire Centre.
“ToonieBet is one of the world’s fastest-growing iGaming turnkey solutions providers with iGaming brands around the world with a portfolio of 19 global licenses, including Ontario,” read the release.
As part of the agreement, ToonieBet will be allowed the following:
- In-Arena & Broadcast Branding: Digitally enhanced dashboards for home and away games
- In-rink board signage for home games
- Virtual slot signage for various games
- Digital inventory throughout the Ottawa Senators site on NHL.com
- Direct Fan Engagement: Social contests and promotions hosted on Senators’ digital platforms
- Television Broadcast Branding: Digitally enhanced rink boards for home and away games
- In-arena rink board signage for home games
Launched in Ottawa in 2024, ToonieBet boasts over 7000 titles and has gained traction in the Canadian market despite entering less than a year ago. Bringing ToonieBet’s offerings to the Ottawa market as a relative newcomer to the space was fraught with many obstacles, but the results have been extremely positive.
A generous VIP program coupled with bonus shops where coins can be transferred for bonus money and/or free spins of the virtual slot. Real money tournaments also set ToonieBet apart from many other online gaming platforms.
Elisabeth Isaksson, Head of Regulatory Compliance at Soft2Bet, commented: “Being registered with the AGCO (Alcohol and Gaming Commission of Ontario) in Ontario is testament to the work our compliance and regulatory teams are doing daily to enable our continued expansion in the world’s largest regulated markets. We’re immensely excited about taking our first steps in North America and look forward to licensing and launching in more jurisdictions in the region.”
