A Canadian-based gaming operator which made its debut on European markets is continuing to expand its home presence after a multi-year partnership with the Canadian Football League (CFL).
Getting Back to Its Roots
BetRegal and the CFL teamed up in a long-term partnership that made the sports betting firm the Official Sports Gaming Partner of the league, while CFL’s Hall of Fame players Damon Allen and Matt Dunigan became part of BetRegal Legends, the group of global ambassadors of the brand.
“The sports gaming landscape is changing rapidly in Canada and to be able to partner with BetRegal who has international experience, and the expertise is crucial for growing the league’s business going forward.”
Randy Ambrosie, Commissioner, CFL
The multi-year agreement reached with the CFL represents the first major sports partnership in North America for the Canadian-based sports betting brand which established a presence in Europe after a deal that made it the Global Betting Partner of Dundalk FC of the Irish Premier League.
“The Canadian Football League is one of the most iconic brands in all of professional sports and we are thrilled to be partnering with a league so rooted in Canadian culture.”
Michael Mirtl, CEO, BetRegal
Fan Engagement Marketing Strategies
Starting with the 2021 CFL season, BetRegal will deploy an array of marketing strategies to engage with fans of the football league, including media assets throughout the playoffs and the Grey Cup final such as a postseason jersey patch distinguishing the brand as a partner of the Grey Cup Festival, as well as a number of premium fan experiences during Grey Cup weekend.
“The evolving regulatory landscape around sports betting in Canada presents an amazing opportunity to enhance the CFL fan experience. As fellow Canadians, we are excited to apply our decades of experience in this sector to help educate Canadian sports fans on the sports gaming experience, with a particular focus on responsible gaming.”
Michael Mirtl, CEO, BetRegal
The CFL and BetRegal will offer fans a free-to-play sportsbook called CFL squares, and the Race to the 108th Grey Cup game in which sports fans will be able to test their skills in picking winners and predicting scores while competing for exclusive BetRegal and CFL prizes.
“With BetRegal’s Canadian roots, we can’t wait to collaborate and engage through the Canadian game with our fans across the country.”
Randy Ambrosie, Commissioner, CFL
Under the terms of the agreement announced just days after the sports betting operator launched its free-to-play sportsbook in Canada, BetRegal will also seek to engage with CFL communities by recognizing, celebrating and rewarding their MVPs who immensely helped their communities get through the challenging times since March.
The 2021 CFL season begins August 5, when Winnipeg Blue Bombers, defending Grey Cup Champion, host the Hamilton Tiger-Cats for a re-match of the 107th Grey Cup.