The Online gambling operator BetRegal has agreed on a multi-year deal with the Canadian Football League (CFL).
This comes as Canada legalised single-event sports wagering earlier this year.
BetRegal’s partnership with the CFL
Under the new multi-year partnership, BetRegal will become an official gaming partner of the CFL.
As part of the agreement, BetRegal will be prominently featured in the league’s marketing strategies beginning with the 2021 season that kicks off on 5 August.
The operator will have media assets displayed throughout the playoffs and Grey Cup including the postseason jersey patch, partner of the Grey Cup Festival, as well as the presenting sponsor for exclusive premium experiences during Grey Cup weekend.
In addition to this, BetRegal will work with the league on a range of initiatives for fans during the 2021 season. This will include offering a free-to-play sportsbook experience and pick’em style game that will allow fans to predict winners and scores to win prizes.
On top of this, Canadian Football Hall of Fame quarterbacks Damon Allen and Matt Dunigan will become BetRegal ambassadors, also known as “BetRegal Legends.”
CFL Commissioner, Randy Ambrosie said: “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.
“With BetRegal’s Canadian roots, we can’t wait to collaborate and engage through the Canadian game with our fans across the country.”
What is BetRegal?
BetRegal is a Canadian company that has launched in Europe and is now looking to expand its presence in Canada.
The operator is the global betting partner for Dundalk FC of the Irish Premier League, and now, as the CFL’s official sports gaming partner, BetRegal has secured its first major North American sports partnership.
Michael Mirtl, CEO of BetRegal said: “The Canadian Football League (CFL) 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.
“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.”
Sports betting in Canada
In late June, a bill that would authorise single-event sports wagering in Canada received Royal Assent to become an official law.
Bill C-128, also known as the Safe and Regulated Sports Betting Act, aimed to repeal paragraph 207(4)(b) of Canada’s Criminal Code to permit single-event sports betting.
Under Canada’s Criminal Code, sports wagering is only legal when a wager is placed on three or more games at a time, meaning that betting on single events is illegal.
Bill C-218 will now repeal this section of the Criminal Code to permit legal wagering on individual sporting events.
Each Canadian province will be responsible for regulating its own sports betting market.
Last month, the Alcohol and Gaming Commission of Ontario (AGCO) published draft sports betting regulations for the Canadian province. Under the rules, there will be restrictions imposed on the advertising for online betting and casino products