Online sportsbook and casino brand and Canadian Gaming Association member BetRegal has officially launched in the Canadian market via a free-to-play platform, BetRegal.net, which allows sports fans to bet on their favourite teams using the sportsbook’s free play platform.

BetRegal’s Canadian founder and CEO, Mike Mirtl said in a press release: “One of our key differentiators is our own proprietary betting software platform, rooted in responsible gambling. The return to a regular sport schedule is coming and it’s great timing to launch our Canadian free play sports experience on our home soil. Now Canadians can discover the fun of betting on their favorite teams using free BetRegal points.”

BetRegal’s free-play sportsbook lets players use BetRegal points to place bets on their favourite teams with the chance to win prizes such as CFL/NHL/NBA game tickets, swag, and experiences with sports legends.

Market-leading sponsorships

Not only is BetRegal launching its product, but the company is going big with two major sponsorship deals in the market.

BetRegal will now become the exclusive gaming partner of the Canadian Football League (CFL) and the PGA of Canada. As a result, the PGA Championship of Canada, which gets going this week, will henceforth be known as the BetRegal PGA Championship of Canada.

Meanwhile, the deal with the CFL will see BetRegal have a prominent position in league marketing strategies beginning this season, including distinguished media assets throughout the playoffs and Grey Cup such as the postseason jersey patch, as a partner of the Grey Cup Festival, and as the presenting sponsor for exclusive premium experiences during Grey Cup weekend.

“What we want to do is hone in on the Canadian marketplace as a Canadian-owned brand,” BetRegal’s Head of Marketing Aly Lalani told Canadian Gaming Business by phone on August 3.

“We always envisioned sponsorships as the cornerstone of our marketing strategy, for a number of reasons. One is credibility. Our owners are Canadians and it’s important for us to establish that credibility for the BetRegal brand. The educational piece is also a big part of what we want to bring to the table as a differentiator. Partnering with these leagues allows us to spread that educational message with a heightened sense of credibility behind us.

“Responsible gambling is also going to be a huge part of our marketing focus, not just because regulators mandate that but because it’s good for our community and our backyard.”

RELATED: BetRegal Looking Ahead to Canadian Expansion Eagerly But Responsibly

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

BetRegal Legends

In a third component of the launch into Canada, BetRegal has also partnered with three brand ambassadors it will call BetRegal Legends: CFL Hall of Fame quarterbacks Damon Allen and Matt Dunigan and NHL legend Bernie Nicholls. BetRegal will be starting a four-week social campaign to launch these partnerships on August 5.

Lalani told CGB that the BetRegal Legends social launch campaign will begin with the first BetRegal Legends TV commercial to be aired on TSN and Sportsnet “pretty soon.”

“Our ultimate aim is that this one-two-three punch will help to establish us on our home soil and lead a safe and regulated market in Canada,” Lalani concluded.