Randy Ambrosie’s CFL vision is beginning to take shape.
Just months after expressing his approval of the legalization of Canada online sports betting, the football commissioner announced a multi-year partnership with BetRegal on Aug. 3.
The deal makes the online sportsbook and casino the CFL’s Official Sports Gaming Partner moving forward.
“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 Ambrosie via press release.
CFL looks to BetRegal for a financial win
The agreement comes at an important moment for the 63-year-old league. COVID-19 ravaged the Canadian enterprise, shutting down league operations entirely for the 2020 season.
Ambrosie claims the CFL lost around CA$20 million in 2019.
According to reports, another $60-$80 million is thought to have been lost throughout 2020.
That makes BetRegal – a Canadian company that first launched in Europe – desirable for the league’s re-emergence under a dwindling fanbase.
“The evolving regulatory landscape around sports betting in Canada presents an amazing opportunity to enhance the CFL fan experience,” said BetRegal CEO Michael Mirtl.
“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.”
BetRegal to aid in CFL’s marketing strategies
For its part, BetRegal – who is already the Global Betting Partner for Dundalk FC of the Irish Premier League – has wasted no time.
The company announced CFL Hall of Famers Damon Allen and Matt Dunigan would join its ambassador group, the BetRegal Legends.
Other initiatives include BetRegal securing the postseason jersey patch and the launch of free-to-play sportsbooks. BetRegal also nabbed the presenting sponsorship for exclusive events during Grey Cup weekend.
Single-game sports betting to be regulated provincially
Previously, Canadian law permitted only parlay betting (multi-game bets) – limiting the betting experience for fans.
But with a historic June 22 decision, single-event sports betting has entered the fray. Now individual provinces will decide on specific sports betting regulations and overall involvement.
The CFL has nine franchises currently spread across six provinces.
But Ontario is looking like it will be the one to gamble with single-event wagers first.
Earlier the week, Ontario Lottery and Gaming Corporation (OLG) introduced Proline+. Yesterday, it announced the new digital sports betting platform would go live on August 27.
OLG’s news came within hours of Attorney General David Lametti announcing Bill C218 will take effect on the same date.
Betting pundits speculate the move signals a clear intention to compete with the major operators (DraftKings, FanDuel, BetMGM Sportsbook) joining the Ontario sports betting market.
Certainly, Ambrosie must be hoping the increased traffic trickles down to his league.
The CFL season started on August 5 and is running a shortened 14-game schedule this year.
