Online gambling operator BetRegal has agreed a multi-year deal to become the official gaming partner of the Canadian Football League (CFL).
Under the new partnership, BetRegal will be prominent in league marketing strategies, beginning with the 2021 season that kicks off tomorrow (August 5).
The operator will have media assets throughout the playoffs and Grey Cup, including the post-season jersey patch and serving as partner of the Grey Cup Festival, and presenting sponsor for exclusive premium experiences during Grey Cup weekend.
BetRegal will also work with the CFL on a range of fan-facing initiatives for the 2021 season, including running a free-to-play sportsbook experience and a pick’em style game that will allow fans to pick winners and predict scores to win prizes.
In addition, Canadian Football Hall of Fame quarterbacks Damon Allen and Matt Dunigan will become ambassadors to the operator as ‘BetRegal Legends’.
“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,” CFL commissioner Randy Ambrosie said.
“With BetRegal’s Canadian roots, we can’t wait to collaborate and engage through the Canadian game with our fans across the country”
BetRegal chief executive Michael Mirtl added: “The CFL is one of the most iconic brands in all of the professional sports and we are thrilled to be partnering with a league so rooted in Canadian culture.
“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.”
The PGA of Canada has also announced a new three-year title-sponsorship agreement with Canadian sports betting and e-gaming entity BetRegal, which will begin immediately as BetRegal puts its stamp on the BetRegal PGA Championship of Canada presented by TaylorMade Golf & Adidas Golf, scheduled for August 3 – 7 in Bromont, Quebec.
“Today is a historical day for the PGA of Canada, our 3,700 Members and the Canadian golf industry as a whole,” said Teejay Alderdice, PGA of Canada President. “With the sports betting landscape evolving in Canada, we have been thoughtful with our strategy and are excited to add a Canadian gaming partner that will elevate the PGA Championship of Canada presented by TaylorMade Golf and Adidas Golf and present new and exciting opportunities for our members and the millions of golfers they interact with on a daily basis.”
Last month, the Canadian senate passed Bill C-218, legalizing single-game sports betting in Canada, opening the door for new and exciting partnership opportunities between sports entities and regulated gaming platforms.
The partnership represents the second major agreement inked by BetRegal. It recently announced a partnership with the Canadian Football League (CFL), making BetRegal the official sports gaming partner of the league.
The partnership between BetRegal and the PGA of Canada comes at a historic time for the association. The 2022 edition of the BetRegal PGA Championship of Canada presented by TaylorMade Golf and Adidas Golf will be the 100th playing of the event. The Association and BetRegal will work towards enhancing the player experience and celebration of the storied history of the championship.
“PGA of Canada is one of the most well-respected sports organizations in the country and the BetRegal team is excited to bring the partnership to life in compelling ways for fans,” said Michael Mirtl, CEO of BetRegal. “This is an important partnership for us as we look to educate Canadians about online gaming and set the groundwork for our Canadian operations.”