Betty Doubles Down on Toronto Sports with TFC and Argos Deals

TORONTO, ON – February 17, 2026 – Online casino operator Betty has significantly deepened its roots in Toronto's professional sports landscape, announcing new partnerships with Toronto FC of Major League Soccer and the Toronto Argonauts of the Canadian Football League. The move signals an aggressive expansion of the company's strategy to integrate its brand with the city's most beloved sports teams, promising enhanced game-day experiences for fans.

The collaborations are set to roll out with in-venue activations, interactive fan experiences, and prize opportunities at BMO Field, the shared home of both clubs. The Toronto FC partnership will kick off with the start of the MLS season on February 21, while the Argonauts' engagement will begin during their pre-season game on May 23.

A Growing Empire in Toronto Sports

This latest announcement is not an isolated venture but a calculated continuation of Betty's push into the heart of Toronto's sports culture. The deals with TFC and the Argonauts follow a landmark multi-year agreement signed in June 2025 with Maple Leaf Sports and Entertainment (MLSE), which established Betty as an official online casino partner for the Toronto Maple Leafs and Toronto Raptors. Those activations began in October 2025, cementing the company's presence across all four of the city's major professional sports franchises.

By securing partnerships across the NHL, NBA, MLS, and CFL, Betty has created a comprehensive marketing ecosystem that touches a wide and diverse fan base year-round. The company's strategy appears focused on embedding itself within the local fan experience, moving beyond simple brand visibility to active engagement.

"For fans, this partnership means more ways to engage with the teams they love and trust," said Dikla Revach, Chief Growth Officer at Betty, in the official press release. "We're creating experiences that are exciting, rooted in the city, and most importantly, fun." This sentiment underscores a strategy aimed at building brand loyalty by aligning with the passion points of Toronto sports enthusiasts, extending the excitement of the game beyond the final whistle through digital and in-person touchpoints.

The Business of Play: Betty's Rapid Ascent

Betty's ambitious sponsorship strategy is fueled by its remarkable growth within Ontario's competitive iGaming market. Since its provincial launch in February 2023, the company has carved out a significant niche. While it held an estimated 2% of the market share in early 2024, its leadership reported that by the third quarter of 2025, it had become one of the top five online casinos in Ontario.

This ascent is backed by impressive financial performance. In 2025, the company reported a 200% increase in both revenue, which reached approximately CAD 38 million, and its active player base, which grew to 134,000. The third quarter of 2025 was a watershed moment, as Betty achieved its first EBITDA-positive results in the regulated market. Net revenue for that quarter alone soared to approximately CAD 82.4 million, a 39% increase from the previous quarter, yielding a total profit of CAD 2.1 million. As of that period, its annualized net revenue run rate had hit an impressive CAD 334 million.

This rapid expansion is happening within one of North America's largest and most lucrative regulated online gaming markets. Since its launch in April 2022, Ontario's iGaming sector has seen explosive growth. For the fiscal year 2023-24, total wagers surpassed $63 billion, generating $2.4 billion in total gaming revenue. Casino games, Betty's primary focus, dominate this landscape, accounting for the majority of revenue. By investing heavily in high-profile sports partnerships, Betty is making a clear play to capture an even larger piece of this multi-billion-dollar pie and achieve its stated goal of becoming the number one operator in the province.

Navigating a Regulated Field

While the partnerships promise new levels of fan engagement, they exist within one of the most stringent regulatory environments for iGaming in North America. The Alcohol and Gaming Commission of Ontario (AGCO) and iGaming Ontario (iGO) have established a robust framework designed to protect consumers and promote responsible play, a reality that shapes every aspect of these sponsorship deals.

A key regulation that directly impacts sports partnerships is the AGCO's ban on the use of active or retired athletes in advertising, a rule that came into effect in February 2024. The only exception is for campaigns exclusively dedicated to promoting responsible gambling. This means that while Betty can align its brand with Toronto's teams, it cannot feature star players from TFC or the Argonauts in its promotional materials to attract players.

Furthermore, public advertising of gambling inducements, bonuses, and other credits is strictly prohibited. Operators can only communicate these offers on their own websites or through direct marketing to consumers who have provided explicit consent. All advertising must also carry a responsible gambling message and cannot target minors or other vulnerable populations. This tight regulatory control ensures that the fan "activations" at BMO Field will be carefully curated to comply with these rules, focusing on brand awareness and prize-based fun rather than direct gambling inducements.

Balancing Fan Fun with Player Protection

In this tightly controlled market, a demonstrable commitment to responsible gaming is not just a matter of corporate ethics—it is a condition of licensure and a cornerstone of sustainable business. iGaming Ontario mandates that all licensed operators, including Betty, must achieve accreditation through the Responsible Gambling Council's (RGC) rigorous RG Check program.

Betty's public-facing materials and platform infrastructure reflect this mandate. The company provides a comprehensive suite of player protection tools, allowing users to set their own deposit, loss, and session time limits. Features like "Reality Checks" provide players with reminders of their time spent gambling, while transparent account histories allow for easy monitoring of activity. The company also provides direct links and contact information for support organizations like ConnexOntario, which offers free, confidential help for those struggling with gambling issues.

These partnerships with Toronto FC and the Argonauts will serve as a high-profile test of this model. The success of these collaborations will depend not only on creating exciting experiences for fans but also on flawlessly executing them within the province's strict ethical and regulatory boundaries. As the line between professional sports and online gaming continues to blur, the ability to balance commercial ambition with a genuine commitment to player safety will ultimately define the winners in Ontario's dynamic market.