Canadian Gaming

ToonieBet Expands CFL Footprint with Ottawa Redblacks Partnership

Posted on: August 26, 2026, 08:46h.

Last updated on: August 26, 2026, 09:38h.

Written by

Mark Keast Mark is a long-time, seasoned journalist, as a writer and editor, working for several Toronto daily newspapers, then moving over to the digital arena, covering both sports and business. Over the past few years he moved over to the gaming arena, specifically covering the igaming industry in Canada for several platforms, as well as writing on sports betting.

Key Points

ToonieBet has signed on as the Ottawa Redblacks' official sportsbook partner despite the franchise's winless 0-10 start
The multi-year deal includes jersey branding, high-visibility TD Place signage, digital campaigns, and entitlement rights to the field-level Sideline Club
ToonieBet will debut the partnership this Sunday with pre-game street parties, live music, interactive games, and promotional giveaways

ToonieBet has partnered with the CFL’s Ottawa Redblacks, a team still searching for its first win after 10 games this season. But Daniel Madmon, head of ToonieBet Canada, said the partnership is rooted in the franchise’s history and legacy.

King Ambers of the Ottawa Redblacks on the sideline before the game between the Ottawa Redblacks and Saskatchewan Roughriders on Aug. 7 in Regina. (Image: Brent Just/Getty Images)

The online operator has been named the official sportsbook partner of the Redblacks. Under the deal, ToonieBet’s logo will feature on all three player jerseys, paired with venue activations at TD Place, high-visibility TV and LED signage, and integrated digital campaigns.

“Partnering with an iconic franchise like the Ottawa Redblacks marks an exciting milestone as we continue to expand ToonieBet’s footprint in Canada,” said Madmon.

Sideline Club & Stadium Activations

As part of the agreement, ToonieBet becomes the official sponsor of the Sideline Club, TD Place’s field-level seating section directly adjacent to the action.

“RNation is known for bringing unmatched energy to TD Place, and this partnership is all about taking that fan experience to the next level,” said Matthew Bennett, vice president of corporate partnerships for the Ottawa Redblacks. “We are excited to collaborate on unique activations that celebrate our fans and the great tradition of Canadian football.”

The partnership debuts this Sunday, Aug. 30, featuring three pre-game street parties hosted by ToonieBet and the Redblacks on Exhibition Way, complete with a live DJ, interactive games, and promotional giveaways.

Expanding CFL Footprint

The deal mirrors ToonieBet’s existing CFL partnership with the Hamilton Tiger-Cats, which launched on June 22.

The commercial expansion arrives during a period of major structural changes for the franchise.

On Monday, Aug. 24, the Redblacks hired longtime CFL executive Jim Popp as senior football adviser following the firing of vice president of football operations Shawn Burke on Aug. 23 and the resignation of team president Adrian Sciarra earlier in the week.

Despite recent front-office restructuring, the partnership connects ToonieBet to a deep Canadian football market. While the current Redblacks franchise debuted in 2014, Ottawa’s CFL roots date back to the league’s inaugural 1958 season.

Mark is a long-time, seasoned journalist, as a writer and editor, working for several Toronto daily newspapers, then moving over to the digital arena, covering both sports and business. Over the past few years he moved over to the gaming arena, specifically covering the igaming industry in Canada for several platforms, as well as writing on sports betting.