Soft2Bet brand ToonieBet has partnered with the Canadian National Hockey League (NHL) team Ottawa Senators, becoming the team's official online casino partner.
The online casino brand will be showcased in 32 home and away games, both in-arena and in virtual broadcasts.
ToonieBet will also create fan experiences through social contests and promotional activities held on the Senators' website and social media platforms, including opportunities to win merchandise and game tickets.
Martin Ballard, Vice President of Corporate Partnerships for the Ottawa Senators, said: "We are thrilled to welcome ToonieBet as an official partner of the Ottawa Senators.
"It is exciting to partner with a brand that is equally committed to providing an excellent and trustworthy experience for fans.
"We look forward to creating memorable moments together and engaging our passionate fans in new and innovative ways."
Good news: The Ottawa Senators have made the playoffs for the first time since 2017—this is the third longest playoff drought in NHL history.
Oksana Tsyhankhova, Chief Marketing Officer at Soft2Bet, said: "The partnership between Soft2Bet's ToonieBet brand and the Ottawa Senators is a significant milestone, solidifying our strong brand presence in Ontario.
"In a short time, we have achieved impressive performance and retention rates, mainly focusing on providing localized, engaging experiences for Canadian players, which makes ToonieBet truly stand out."
This marks another step in Soft2Bet's consolidation of its brand image in the North American market. Recently, the company entered the New Jersey market through an agreement with Caesars Entertainment.
