Ottawa's pro sports teams are getting their share of a record year for sponsorship money in Canada, with both the Senators and the REDBLACKS locking down new commercial partners in 2026.
The Ottawa deals
ToonieBet became the official online casino partner of the Ottawa Senators this year, a deal that puts the sportsbook's branding on arena signage, broadcasts and the team's digital channels. The Senators also kept their broadcast lineup steady in April 2026: Bell Media's TSN continues carrying regional Senators games in English, RDS retains French-language regional coverage, and TSN 1200 remains the team's radio home.
On August 26, 2026, the company was named the exclusive sportsbook partner of the CFL's Ottawa REDBLACKS, giving the same brand a foothold in both of the capital's marquee franchises within the same year.
The bigger picture: a $11 billion hockey deal
The Ottawa moves are happening against the backdrop of a much larger shakeup in Canadian sports media. Rogers and the NHL agreed to a 12-year, $11 billion national media-rights deal running from the 2026-27 season through 2037-38, extending a partnership that already stretches back more than a decade.
Underneath that agreement, two sublicensing deals were struck to carve up the games. Prime Video became the exclusive Canadian home of national Wednesday-night regular-season NHL games under a 12-year sublicensing agreement starting in 2026-27. Quebecor's TVA Sports, meanwhile, signed its own 12-year sublicensing deal giving it rights to as many as 350 French-language regular-season games per year, including 32 Montreal Canadiens regular-season games and every Canadiens playoff game.
Banks, beauty brands and razors get in on the action
The sponsorship money isn't just flowing into broadcast rights. RBC became the Official Bank of Canucks Sports & Entertainment in June 2026, a deal covering the Vancouver Canucks, the Abbotsford Canucks, the Vancouver Warriors and both Rogers Arena and Rogers Forum.
Procter & Gamble struck a category sponsorship with the NHL that spans several of its household brands: Gillette is now the league's official shave partner in Canada, Old Spice is the personal-care partner, and Tide and Downy Rinse split the fabric-care category.
Women's sports are drawing serious commercial interest too. The Toronto Tempo's inaugural WNBA season came with CIBC signed on as Official Bank and Sephora Canada as Official Beauty Partner. The PWHL, for its part, appointed Oak View Group as its exclusive sponsorship sales partner in February 2026 and added Global Industrial as an official league partner, joining existing partners Canadian Tire, Scotiabank, Intact and Air Canada.
Football gets its own betting deal
Beyond the REDBLACKS' local ToonieBet arrangement, theScore Bet signed a multi-year partnership with the CFL league-wide, covering sports betting, fantasy football and digital content, another sign of how deeply sports betting brands have embedded themselves in Canadian pro sports over the past year.
For Ottawa fans, the practical upshot is that Senators and REDBLACKS games keep their familiar broadcast homes while new sponsor branding shows up around the rinks and stadiums, all part of a sports economy that's proven to be big business for the capital. Ottawa's sports scene already generated an estimated $75 million in local economic impact this year, and these new partnerships suggest that number has room to keep climbing (ottown's earlier report).
Sources: Ottawa Life Magazine, Rogers Communications (official), Covers.com
