Posted on: February 17, 2026, 02:36h.
Last updated on: February 17, 2026, 02:38h.
- Betty Canada announces latest partnership with Toronto pro sports franchises
- In-game fan experiences and concourse activations the focus
- Toronto FC MLS season starts Feb. 21
Betty Canada is expanding its portfolio of partnerships with Ontario sports franchises with the news it has reached a deal with both Major League Soccer’s Toronto FC and the Canadian Football League’s Toronto Argonauts.
The focus of the partnership will be in-game fan experiences, concourse activations and prize giveaways.
Chavdar Dimitrov, CEO of Betty Canada, laid out a new direction for Betty back in early 2025, saying at the time the target in 2025 was a doubling of company revenue. This latest move is consistent with the company’s aggressive growth strategy.
In-Game Fan Experiences
Betty launched in Ontario’s regulated igaming market in 2023 with a focus on female gamblers. The company started to veer away from that in 2024, with a new strategy to be female-friendly without alienating men. The company gender split has been 50/50, slightly skewing slightly towards women.
Building on wanting to be more aggressive, including adding more games to their portfolio, Betty announced a multiyear deal with Maple Leafs Sports & Entertainment last June making the online casino operator an “Official Online Casino Partner of the Leafs and Raptors”.
Partnership with NBA’s Raptors and NHL’s Maple Leafs
Now, today’s announcement. Despite a marathon-like winter in Ontario with Arctic temperatures, the soccer team is scheduled to start the new MLS season Feb. 21, with its first home game at BMO Field against New York March 14. The partnership with the CFL’s Argos is set to kick off May 23 with a pre-season game in Hamilton against the Tiger Cats.
“For fans, this partnership means more ways to engage with the teams they love and trust,” said Dikla Revach, Chief Growth Officer at Betty. “We’re creating experiences that are exciting, rooted in the city, and most importantly, fun.”
Eyes on Alberta
Betty Canada also eyes set westward to Alberta, with that new, regulated, Ontario-like igaming market about to launch. Dimitrov has said in the past Betty plans to enter the Alberta market.
In Ontario, igaming operators work to set themselves apart in a regulated igaming market that now has 48 licensed operators and 82 gaming websites. In 2025, the Ontario private market generated just over $98 billion in handle, $4 billion in operators’ combined NAGGR. Casino dominates – in December, casino took in $8.27 billion in cash wagers and an 87% market share, a 4% increase compared to November.