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BetRegal scores new partnership with Canadian Football League


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 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 partnership comes after Canada in June legalized single-event sports betting, with consumers in the country able to bet on a single sports event or match for the first time.

Prior to this, only bets on three or more events were permitted.