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The Unit, the leader in digital marketing and product development for sports betting and igaming, has extended its collaboration with online sportsbook and casino operator BetRegal as a marketing services supplier, following a successful opening year of the partnership.

The Unit has built a reputation as a world-class service provider for the sports betting and igaming sector across global markets over the past five years, and will now continue to assist BetRegal as it grows its presence across Irish sports and beyond.

BetRegal is a Canadian-born igaming brand which has expanded to serve specific regulated markets across the globe. The operator has made a name for itself through its sponsorship of the Sky Sports News (SSN) channel in Ireland, covering the broadcaster’s nightly 10pm wrap-up show.

As part of this partnership, a series of well-received BetRegal adverts were 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.

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. By using irreverent humour, topical takes and trending hashtags which instilled confidence in the underlying brand, The Unit quickly fostered an engaged community of 4,000 Twitter users for BetRegal. This improved acquisition and retention rates for the operator in the process with a host of first-time depositors (FTDs).

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.

Through this collaboration, BetRegal takes an active role in the community, donating jersey space to Watch Your Back MND, an organisation set up by Dundalk man Roy Taylor, who was diagnosed with Motor Neurone Disease in 2018. As a result of the initiative, €10,000 was raised from a special, one-off jersey auction last year, underlining Dundalk’s position as the definitive local community club.

Paddy Casey, Co-founder at The Unit, said: “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. 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.”

Aly Lalani, Head of Marketing at BetRegal, added: “The Unit have 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 have 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.”

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