- The PGA of Canada and sports betting operator BetRegal have agreed to a three year title sponsorship deal for the PGA Championship of Canada tournament.
- BetRegal is based in Canada and expected to enter their native market once the single game sports betting regulatory framework is in place.
- BetRegal recently became the official sports gaming partner of the Canadian Football League (CFL).
Late last year, the Canadian senate passed Bill C-218, legalizing single-game sports betting in Canada. Previously, Canadian provinces were limited to regulating parlay style betting offered through provincial lotteries. It’s been a long road to this point and the specifics of the Canadian sports betting ecosystem are still coming together. Before long, however, Canada will have a competitive and vibrant sports betting market that–if done correct–will rival the best US jurisdictions like Colorado or New Jersey. So far Ontario has been great–now other provinces just need to copy what they’ve done. Unfortunately, most are looking at a lottery monopoly.
In the meantime, sportsbooks are looking to build their brand in Canada and sports entities are looking toward beneficial partnerships with the industry. One of the more active potential entrants into the Canadian betting scene is BetRegal. BetRegal is a sportsbook based in Canada with a Canadian founder that has already built an international presence since it was founded in 2015. They’ve had success in the European market and have previously established partnerships with sports organizations there such as one as the Global Betting Partner of Dundalk FC of the Irish Premier League soccer circuit. They’re now looking to get in on the forthcoming changes in Canada’s sports betting industry. Several days ago, BetRegal announced their first North American marketing partnership as they became the ‘official sports gaming partner’ of the Canadian Football League (CFL).
You’ll be seeing BetRegal taking a more visible position within Canadian sports and media as they’re clearly being very aggressive as they enter their home market. Just a day or two after they announced the deal with the CFL another sports organization has partnered with BetRegal. This time, the deal is with the PGA of Canada in the form of a three year title sponsorship agreement that began this weekend at the PGA Championship of Canada held at Parcours du Vieux Village in Bromont, Quebec. The PGA Championship of Canada already has two presenting partners: the official title of the event is ‘The PGA Championship of Canada presented by TaylorMade Golf and adidas Golf’. Presumably it now becomes ‘The BetRegal PGA Championship of Canada presented by TaylorMade Golf and adidas Golf’. You can see the BetRegal branding on the tournament leader board:
The 2022 tournament is the 100th playing of the event as the press release announcing the partnership details:
The partnership between BetRegal and the PGA of Canada comes at a historic time for the association. The 2022 edition of the BetRegal PGA Championship of Canada presented by TaylorMade Golf and adidas Golf will be the 100th playing of the event. The Association and BetRegal will work towards enhancing the player experience and celebration of the storied history of the championship.
Teejay Alderdice, PGA of Canada President, says that his organization is excited not only by the partnership with BetRegal but the myriad opportunities afforded by the evolving sports betting landscape in Canada:
“Today is a historical day for the PGA of Canada, our 3,700 Members and the Canadian golf industry as a whole. With the sports betting landscape evolving in Canada, we have been thoughtful with our strategy and are excited to add a Canadian gaming partner that will elevate the PGA Championship of Canada presented by TaylorMade Golf and adidas Golf and present new and exciting opportunities for our members and the millions of golfers they interact with on a daily basis.”
Michael Mirtl, CEO of BetRegal, is pleased to bring his company’s services to Canadian sports bettors:
“PGA of Canada is one of the most well-respected sports organizations in the country and the BetRegal team is excited to bring the partnership to life in compelling ways for fans. This is an important partnership for us as we look to educate Canadians about online gaming and set the groundwork for our Canadian operations.”
The US PGA Tour has arguably been more effective at leveraging sports betting than any other sports organization. For that reason alone, there’s every reason to expect their Canadian counterparts to be successful as well. The US PGA Tour has partnerships with four ‘official betting operators’: BetMGM, DraftKings, FanDuel and PointsBet. They’ve also partnered with DraftKings for market access in Arizona which will include a retail sportsbook at the TPC Scottsdale golf course.