BetRegal has signed a multi-year partnership to become the Official Sport Gaming Partner of the Canadian Football League (CFL).

A Canadian company that launched in Europe, BetRegal is currently the Global Betting Partner for Irish football club Dundalk. The partnership with the CFL is the company’s first major North American sports partnership.

As part of the deal, BetRegal will be prominent in league marketing strategies starting from this season. The group will have distinguished media assets throughout the playoffs and the Grey Cup.

“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,” said CFL Commissioner Randy Ambrosie.

“With BetRegal’s Canadian roots, we can’t wait to collaborate and engage through the Canadian game with our fans across the country.”

BetRegal will engage CFL communities by celebrating and rewarding individuals who have helped their communities throughout the pandemic. Also as part of the deal, CFL Hall of Fame quarterbacks Damon Allen and Matt Dunigan will become part of BetRegal Legends, the company’s ambassador group.

“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,” said BetRegal CEO Michael Mirtl.

“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.”