With the announcement that it has signed agreements with the Toronto Argonauts of the Canadian Football League and Toronto FC of Major League Soccer, Betty Canada is broadening its portfolio of collaborations with Ontario sports teams.

Prize giveaways, concourse activations, and in-game fan experiences will be the main focus of the collaboration.

Early in 2025, Chavdar Dimitrov, CEO of Betty Canada, outlined a new course for the company, stating that the goal for 2025 was to double revenue. The company's aggressive growth strategy is in line with its most recent action.

What is the plan for Betty's collaboration with the Toronto teams?

In 2023, Betty entered Ontario's licensed online gambling sector, targeting female players. In 2024, the corporation began to stray from that, adopting a new approach to be female-friendly without offending men. The gender distribution at the company has been 50/50, with a minor bias in favor of women.

In June of last year, Betty announced a multiyear agreement with Maple Leafs Sports & Entertainment, making the online casino operator a “Official Online Casino Partner of the Leafs and Raptors,” building on her desire to be more aggressive, including expanding their game catalog.

Collaboration between the NHL's Maple Leafs and the NBA's Raptors

Now for the announcement for today. The soccer team will begin the 2019 Major League Soccer season on February 21 and play its first home game at BMO Field versus 2019 York on March 14, despite a marathon-like winter in Ontario with Arctic temperatures. On May 23, the cooperation with the CFL's Argos will begin with a preseason match against the Tiger Cats in Hamilton.

“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.”

Alberta is the focus

With the impending opening of that new, regulated, Ontario-like igaming sector, Betty Canada also has her sights set westward to Alberta. Betty intends to join the Alberta market, according to Dimitrov's previous statements.

There are currently 48 licensed operators and 82 gaming websites in Ontario's regulated igaming sector, and operators strive to differentiate themselves. Just over $98 billion in handling and $4 billion in operators' combined NAGGR were produced by the Ontario private market in 2025. Casinos rule the market; in December, they earned $8.27 billion in cash bets and an 87% market share, up 4% from November.