SBC News Voice of the Sports Betting Industry
The Unit has extended its partnership with online sportsbook and casino operator BetRegal as a marketing services supplier.
Following what the pair described as a successful opening year for the deal, the Canadian-born igaming brand has introduced adverts featured on Sky Sports’ channels.
This campaign formed part of a broader linear package of high-quality assets supported by The Unit’s leading MarTech innovation team.
Aly Lalani, Head of Marketing at BetRegal, said: “The Unit has done a fantastic job for BetRegal across an expanding remit and we couldn’t praise their marketing services and collaborative approach highly enough.
“We always want to team up with partners who allow us to authentically embrace the sporting culture of any given market, integrating seamlessly into the local ecosystem and building awareness of our brand in responsible fashion with a distinctive voice.
“The Unit has helped us imbue strong consumer confidence and recognition in the BetRegal brand, while their digital marketing assets and templates have also demonstrated international flexibility, since we have also deployed them to good effect across our other North American campaigns.
“We look forward to continuing this partnership over the coming months ahead across sports, sports betting and an upcoming pivot into casino as well.”
Other focuses included a Sky Sports News homepage takeover, which organically aligned the BetRegal brand with SSN Ireland, and an accompanying Twitter-led social strategy.
The Unit fostered 4,000 Twitter users for BetRegal, and this improved acquisition and retention rates for the operator in the process with a host of first-time depositors (FTDs).
“BetRegal has been blazing a trail in the Irish gaming market, and it’s been such a rewarding and enjoyable experience for The Unit to become a rudder for their marketing strategy as we’ve grown the brand together,” added Paddy Casey, Co-Founder at The Unit.
BetRegal has also been active in football as a front-of-shirt sponsor of Dundalk FC, at a time where the League of Ireland’s attendances and fan engagement have risen to ‘record levels’.
Casey continued: “Naturally, we’re thrilled to continue to work in creative collaboration with BetRegal to ensure their wider growth. We have seen various successes so far, and we were particularly proud of the positive work we were able to do in the community as part of the sponsorship of Dundalk FC.
“We’re very excited about the journey ahead for BetRegal, and we look forward to working on new projects where we can continue to provide our world-class marketing services and build on the good work we have carried out to date.”
