Recently, BetRegal made headlines with a partnership announcement involving the CFL’s Winnipeg Blue Bombers.had come together on a multi-year partnership.
So, it’s no surprise that just before the new season’s kickoff, the sportsbook operator unveils a similar arrangement with the team that faced the Bombers in last year’s Grey Cup.
Today’s announcement reveals BetRegal's multi-year collaboration with the Hamilton Tiger-Cats, reinforcing its involvement in the CFL. The company had made waves prior by securing a multi-year sponsorship with the league last August.
Last fall, BetRegal showcased a prominent presence at the Grey Cup event held in Hamilton. This year, in Regina, they are expected to expand on that presence during the 2022 Grey Cup Festival.
Betting Deals Bring in Money to CFL
For the CFL teams themselves, these partnerships serve as crucial revenue streams. Like with the agreement involving the Bombers, while we can’t disclose the specific figures, there are sponsorship funds being allocated to the Tiger-Cats, along with a component for revenue sharing.
ForOntario sports betting For operators such as BetRegal, partnerships of this nature are a seamless fit, especially as they emphasize their Canadian identity while finalizing their licensing process with the Alcohol and Gaming Commission of Ontario.
The Tiger-Cats are seeking three different partners with a range of investment levels, which differentiates this deal from the one with the Bombers, according to BetRegal's marketing head, Aly Lalani.
In the first tier, BetRegal enjoys extensive branding opportunities, including significant visibility at the venue, field branding, and access to Ticats radio and brand ambassadors.
Winnipeg operates on a multi-operator model as well, but the participating companies are balanced in their contributions. Different assets are distributed among them, with one holding a higher position on LED signage and jersey patches, while BetRegal takes an active role, featuring a fan engagement area outside Gate 4, complete with entertainment like a DJ.
The agreement with the Tiger-Cats encompasses a full-scale activation, transforming a section of Tim Hortons Field into a dedicated BetRegal space or lounge, adorned with branding and seat markers to create a themed 'royal box' in purple.
BetRegal is still awaiting its licensing approval in Ontario.
Currently unlicensed, BetRegal's allocated space at Tim Hortons Field is designated as a play-for-free area for the moment. However, once operations commence, they will direct visitors to their betting platform. A sports betting manager will be present to discuss betting strategies. Although there are no terminals, fans will be encouraged to place bets using their mobile devices.
Regulated sports betting and iGaming officially launched in Ontario on April 4.
As Lalani put it, 'Everyone aspires to be the bookie.' With the Tiger-Cats' fanbase, they are planning to roll out a feature called 'Be the Bookmaker.' Thanks to their proprietary software, users will be able to suggest their own betting propositions. If submitted by Tuesday, these props will be available on the website by Wednesday. Fans will be invited to share their creative or random ideas on social media, and one will be selected and priced for betting each week. The winner will hold the BetRegal crown for that week, making betting with friends even more exciting.
Lalani mentioned how the marketing team for the Tiger-Cats proposed this idea, which came to him through a text late one weeknight. He praised this kind of collaboration as both strategic and authentic. This serves as a prime example of where innovative partnerships with sports organizations can flourish in Ontario’s competitive market, where over 70 players might emerge and advertising is omnipresent.
Lalani emphasized their intention to leverage their strengths, particularly their unique software to provide a wider range of betting markets and engage in creative approaches.
He added, 'Our method is truly innovative, contrasting with other operators that rely more on traditional advertising methods like rink boards. We all share a vision of a 'soft sell' approach.'
The Ticats are set to host their first home game against the Calgary Stampeders on June 18. This matchup is anticipated to be competitive within the East Division,oddsmakers see Hamilton especially since they are viewed as the frontrunners to represent the East in the 2022 Grey Cup.
Fromdeereplanet.com
