ToonieBet Partners with Ottawa Senators as NHL Playoffs Approach

Posted on: April 12, 2025, 10:22h. 

Last updated on: April 12, 2025, 10:22h.

Mark Keast Read More
Expertise: Canadian Gaming, iGaming, Las Vegas, Sports Betting, NFL, Boxing, UFC.
  • Online casino brand hooks up with exciting, emerging NHL team
  • In-arena activation opportunities with NHL playoffs set to start
  • ToonieBet part of Soft2Bet

Soft2Bet’s ToonieBet brand has announced a partnership with the Ottawa Senators that will see the igaming platform become the Official Online Casino Partner of the NHL team.

Canadian gaming: Senators a Rising Young NHL Team

The timing to make this announcement is good. There is a lot of excitement around the Senators now, including from a betting perspective.

The team has many of the NHL’s exciting young stars – led by Brady Tkachuk, Jake Sanderson, and Tim Stutzle.

Last night’s tight and feisty game at the Canadian Tire Centre in Ottawa between the cross-province rival Montreal Canadiens and the Senators, won the Senators 5-2, featuring several fights, was a good example of where a few of the more exciting NHL narratives will be based in both the playoffs that start next week as well as next NHL regular season and onward.

The Canadiens just brought in top draft pick Ivan Demidov from Russia to join their roster, which, like the Senators, is full of some of the NHL’s top rising stars – Cole Caulfield, Nick Suzuki, and Lane Hutson, among others.

In-Arena Activations

Both teams were long shots to make the playoffs heading into the NHL season. As of this morning, with just three games left apiece, both teams are in – the Senators, sitting seventh the Eastern Conference, the Canadiens in the eighth and last playoff spot.

So ToonieBet gets to tie their cart to all of this.

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, with a primary focus on localised, engaging experiences for Canadian players, which makes ToonieBet truly set itself apart.”

NHL Playoffs Next Week

ToonieBet is a younger Canadian gaming brand, launching in 2024. Soft2Bet is the B2B igaming turnkey solutions provider, with 19 global licenses, including one in Ontario.

Highlights of the partnership include in-arena (digitally enhanced dashboards) and broadcast branding, virtual slot signage for various games, digital inventory throughout the Senators site on NHL.com, and direct fan engagement (social contests and promotions hosted on Senators’ digital platforms).

“Cooperating with a brand that shares our commitment to providing fans with an exceptional and trusted experience is incredibly exciting,” said Martin Ballard, VP Corporate Partnerships, Ottawa Senators. “Together, we look forward to delivering memorable moments and engaging our passionate fanbase in new and innovative ways.”