A Closer Look at Canada's Premier League’s TonyBet Partnership

The Canadian Premier League (CPL) has signed a new sponsorship deal with online gaming firm tonybet.

soccer ball

In light of the global expansion of legal sports betting, TonyBet is establishing itself as a top-tier sportsbook. Sports bettors in Ontario can now register with their sportsbooks after this international sports betting organization was extended to Canada.

In April 2022, Ontario legalized online sports betting, with iGaming and TonyBet debuting in Canada's most populous province to gain traction in this new market.

Early in April this year, roughly 12 months after Ontario gave the green light to online gambling, the Canadian Premier League (CPL) signed a partnership with TonyBet as their new betting and online casino sponsor.

The partnership is the second one after "ComeOn," who were the first wagering partners at Canada’s highest-ranking professional soccer organization.

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TonyBet has been enjoying all the bits of advertisement at CPL since its establishment as a cooperative backer. Their promotion ranged from appearing all over Tim Hortons Field in Hamilton during the league final to making a cameo over the replayed highlights on the deciding goal for the contest.

This subtle advertisement began a long-lasting partnership as Hamilton, Ont.-based Forge FC celebrated their victory and fourth CPL.

TonyBet became the presenting partner of CPL’s Match of the Week broadcast on OneSoccer under the multi-year partnership.

The Match of the Week broadcast is a huge deal because it is the broadcast that keeps fans updated on all CPL news and coverage of the exciting matches played over the 28-game season.

The bookmaker will also serve as the presenting partner for the CPL's Predictor contest, available on canpl.ca/predictor and the League's Center Circle app.

The app, recognized for its excellence, provides an interactive digital gaming experience, enabling fans to predict the outcomes of each club's match throughout the League's significant fifth season.

Word from the Managers

Mark Noonan, Commissioner of the Canadian Premier League and CEO of Canadian Soccer Business, expressed his enthusiasm about adding TonyBet to their expanding list of CPL sponsors.

He anticipated collaborative efforts with the international betting company to create engaging experiences for fans, ultimately promoting the essence of supporting CPL and Canadian soccer.

TonyBet’s country manager for Canada, Alex Haig, said the international sports betting company was delighted to take their brand to a growing and passionate fanbase.

He added that their company would be delighted to build and enhance the fan experience in one of the fastest-growing leagues in Canada.

What’s in It for TonyBet’s Clients?

TonyBet is a well-regarded betting company, as seen in this StakeHub review, gives it a respectable 4 out of 5 rating. The user reviews may be a mixed bag, but they see more supporters than detractors, which is a good sign for most users.

The deal also allows its clients in the Baltic state to play a variety of "modern hits" from the Diamond Link and Cash Connections lines, in addition to a large selection of vintage Greentube and blue chip Novomatic games, such as Book of Ra Deluxe, Lucky Lady's Charm Deluxe, and Sizzling Hot.

TonyBet’s Operations and Reach

The platform offers a plethora of sports and leagues to sports bettors. These include basketball, soccer, football, golf, UFC, tennis, volleyball, handball, rugby, cricket, badminton, and many other sports.

Aside from these popular leagues, their vast website offers more niche choices, like esports. In Ontario, where there are roughly seventy online gaming sites approved by provincial regulators, sportsbook operators need all the support they can get.

TonyBet relies on its ties to European football and an improved and more comprehensive soccer offering to help it stand out from the competition and attract customers in the most populous province in Canada.

Joachim Lemmens, the head of social and content at TonyBet, mentioned they had been exploring the Canadian market and the iGaming space. Lemmens noticed that while basketball and hockey saw support, no one was “claiming that soccer spot” in a serious way.

Speaking in an interview, Lemmens also said that they plan to have certain communities in which they are relevant. He added that soccer was already one of its top three sports by wagering in Ontario, besides being the second-most bet-on sport in the province in the inauguration year of Ontario’s competitive iGaming market.

TonyBet’s Future Plan for Canada and North America

Hawk-eyes are what TonyBet needs now for a rich and executable plan to take over the Canadian market. For example, the CPL reported a record attendance of over 400,000 fans this past season, with growth observed year over year in six of the seven clubs.

On October 28, approximately 14,000 people attended the CPL final, where TonyBet’s logo was prominently displayed.

Canada’s football world is expected to become even more active in the next three years. The country is getting ready to host World Cup matches in 2026, meaning a huge fandom is in the making.

The upcoming 2024 UEFA European Football Championship next year is expected to attract fans from Canada’s English, Portuguese, and Italian communities. TonyBet might have just struck gold with this partnership.

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