The agreements provide Betty with prominent branding at BMO Field, the shared home venue of both teams, alongside digital integrations and in-stadium fan activations. The Toronto FC partnership launches on 21 February with the start of the MLS season, while the Argonauts collaboration begins 23 May during a pre-season fixture in Hamilton.

Stadium exposure and fan activations

Under the multi-team agreements, Betty will receive visibility across matchdays through signage, concourse activations and interactive in-game experiences. The brand will also feature across digital platforms connected to both clubs.

Betty said the partnerships aim to bring fans together through shared sporting moments, positioning the brand within Toronto’s highly engaged football and soccer communities. The move reflects a broader strategy to build local relevance through sports collaborations rather than traditional advertising alone.

Growth strategy beyond Ontario

The deals form part of Betty Canada’s wider expansion plan. CEO Chavdar Dimitrov previously outlined an ambition to double company revenue in 2025, supported by strategic partnerships and market diversification.

The operator raised $5 million in early 2024, capital that has helped accelerate brand development and partnership activity. In addition to consolidating its Ontario footprint, Betty is preparing for potential expansion into Alberta, where a regulated iGaming framework similar to Ontario’s is expected to launch.

Dimitrov has indicated that while licensing opportunities remain limited, the company intends to enter Alberta once the market opens and is exploring an omnichannel model that could integrate digital expertise with retail touchpoints.

Community positioning and brand alignment

Chief Growth Officer Dikla Revach said the partnerships are designed to create engaging, locally rooted experiences that resonate with fans. The company continues to emphasise responsible gaming as part of its public positioning, aligning brand growth with community engagement.

By partnering with two of Toronto’s most recognisable franchises, Betty is reinforcing its ambition to become a visible and integrated player within Ontario’s competitive iGaming landscape.
Sources: Gamblingnews