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BetRegal Selects XMC to Manage Sponsorship and Experiential Marketing™ Strategy

XMC, a leading Canadian sponsorship and Experiential Marketing™ company is pleased to announce today that BetRegal has selected XMC to manage its sponsorship and experiential marketingTM strategy and activation. XMC will look to leverage BetRegal’s recent designation as the ‘Official Sports Gaming Partner of the CFL’, along with newly signed “BetRegal Legends” including Damon Allen, Bernie Nicholls and Matt Dunigan.

“XMC’s team is a perfect complement to and extension of the BetRegal family”, said Aly Lalani, BetRegal Head of Marketing. “

BetRegal has a differentiated advantage with a unique mixture of decades of experience in the online gambling vertical combined with an intimate knowledge of the Canadian customer, being a company founded and operated by proud Canadians. With XMC’s support, I’m confident BetRegal will be the go-to brand when Canadian sports fans consider deepening their engagement in sport in line with evolving regulations”.

XMC is developing BetRegal’s sponsorship strategy, along with managing sponsorship assets with the CFL, providing strategic counsel and fulfillment of Experiential Marketing™ initiatives, and overseeing media and PR. In addition, XMC’s Digital Production and Innovation arm REVXM will handle BetRegal Legends production days, content development and dissemination across all channels.

“Online sports betting is on the fast-track to provincial regulation and ultimately full legalization and we’re incredibly excited to develop an omnichannel strategy for BetRegal”, said XMC Partner Mike Samardzic. “We are looking forward to highlighting BetRegal’s differentiators to the Canadian market, to the maximum extent allowed under the current regulatory framework”.


About XMC. Founded in 2006, the XMC Group of Companies and its dynamic team of industry professionals provide strategic counsel, negotiation, execution, data analytics and measurement of sponsorship and Experiential Marketing™ programs and services. By leveraging a shared passion for sport, music, culture and cause, XMC connects with consumers, creates deep engagement, and inspires target action. With over $1.5B in deals negotiated, activated and/or valuated, XMC delivers client success by taking ownership, inspiring confidence, and exceeding expectations.

About BetRegal. Founded in 2015, BetRegal is the flagship brand of the Regal Group Ltd. BetRegal is focused on providing a world class sports betting service, and market leading casino games to global customers in a safe, secure online environment. With a founder and principles who are proudly Canadian, BetRegal is excited to focus its vision on the Canadian sports entertainment market and is committed to remaining compliant in advance of Canadas evolving igaming regulation. Currently licensed in the UK, Malta, Ireland and Curacao, BetRegal has enjoyed steady growth since inception and is now concentrating on accelerated growth in legacy markets and increased brand awareness in emerging gambling markets.

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