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The Ottawa Senators are set to make their first playoff appearance in eight years.
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The last time they made the post season, nobody could ever have dreamt an NHL team would be partnering with an online casino.
That's exactly what's happening in 2025.
GamblingInsider first broke the news:
Branding from the online casino will be visible both in-arena and on virtual broadcasts across 32 home and away games.
ToonieBet will also create fan experiences through social contests and promotions that will be hosted on the Senators’ websites and social media platforms, including the chance to win merchandise and game tickets.
Martin Ballard, Ottawa Senators VP Corporate Partnerships, said: “We are thrilled to welcome ToonieBet as an official partner of the Ottawa Senators.
“Cooperating with a brand that shares our commitment to providing fans with an exceptional and trusted experience is incredibly exciting.
“Together, we look forward to delivering memorable moments and engaging our passionate fanbase in new and innovative ways.”
Oksana Tsyhankhova, Soft2Bet CMO, said: "Partnering Soft2Bet’s ToonieBet brand with the Ottawa Senators is a significant milestone that reinforces our strong brand presence in Ontario.
“In a short period, we have achieved impressive performance and retention results, with a primary focus on localised, engaging experiences for Canadian players, which makes ToonieBet truly set itself apart."
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