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After a successful first year, The Unit, a leader in digital marketing, product development and sports betting, has expanded its partnership with online casino and sportsbook operator BetRegal to include marketing services.
Over the last five years, the Unit has established itself as a leading service provider in the global sports betting and online gaming sector. It will continue to support BetRegal’s growth across Irish sports as well as beyond.
BetRegal, a Canadian igaming company that has spread to specific regulated markets around the world, is an igaming platform with a Canadian origin. The operator made a name in Ireland through its sponsorship with the Sky Sports News channel (SSN), covering the broadcaster’s nightly wrap-up at 10pm.
Sky Sports channels aired a series well-received BetRegal ads as part of the partnership. This campaign was part of a larger linear package of high quality assets, supported by The Unit’s leading MarTech team.
The Unit also focused on a Sky Sports News takeover of the homepage, which aligned BetRegal with SSN Ireland organically, as well as a Twitter-driven social strategy. The Unit created a community of 4,000 Twitter followers for BetRegal by using irreverent humor, topical takeaways and trending hashtags that instilled trust in the brand. The operator saw an increase in first-time depositors and improved retention rates.
BetRegal is also active in the football world as a sponsor of Dundalk FC’s front of shirt, during a period when attendance and engagement of fans at League of Ireland matches have reached record highs.
BetRegal is taking an active part in the community through this collaboration. They have donated jersey space to Watch Your Back MND. This organisation was set up by Roy Taylor from Dundalk, who was diagnosed in 2018 with Motor Neurone Disease. The initiative raised EUR10,000 from an exclusive, one-off jersey sale last year. This underlines Dundalk as the ultimate local community club.
Paddy Casey said: “BetRegal is blazing the trail in the Irish gambling market. It’s been an incredibly rewarding and fun experience for The Unit as we have grown the brand with them. We’re delighted to continue working in creative collaboration with BetRegal, to ensure their growth. We’ve seen a number of successes, but we are particularly proud of our positive community work as part of the Dundalk FC sponsorship.
We are very excited for the future of BetRegal and look forward to new projects that will allow us to continue providing our world-class services in marketing and to build on what we have done so far.
Aly lalani, head of marketing at BetRegal said: “The Unit has done an amazing job for BetRegal in a growing remit. We can’t praise them enough for their collaborative approach and marketing services. We are always looking for partners that allow us to embrace the sports culture of a given market. Integrating seamlessly into the local eco-system and building brand awareness in a responsible manner with a distinct voice is what we’re after.
The Unit has helped us build consumer trust and recognition for the BetRegal Brand. Their digital marketing templates and assets have also shown international flexibility as we have used them in our other North American campaigns. We are looking forward to continuing our partnership in the months ahead, across sports betting, casino and a upcoming pivot.
