Jared Beber, CEO of Bet99, said: "Offering live streaming of all NFL games through Bet99 is a fantastic development for our Canadian players.
"We're always looking for new opportunities to engage and entertain our customers, and this new agreement will allow Bet99 players to connect in even more ways with an integrated watch and bet functionality."
Per the agreement, Bet99 will provide streams for all regular and post-season NFL games to Canadian customers in all provinces.
Through its relationship with Genius Sports, Bet99 will combine video feeds with the NFL’s official data.
Recently, Bet99 joined the International Betting Integrity Association (IBIA), where it will become a part of the IBIA’s betting integrity, monitoring and alert network.
The IBIA’s members comprise over 50% of all regulated commercial online betting and have a global annual turnover of CA$160bn (US$119bn).
The sports betting and casino brand was recently awarded a licence by the Alcohol and Gaming Commission of Ontario, to offer its gambling portfolio in the Canadian province.
Elsewhere, in October, Bet99 partnered with Low6 to introduce free-to-play content.
The Canadian iGaming brand is looking to take advantage of Low6’s gamification technology to develop free, sports-focused content, including an NFL and NHL pick’em game.
These contests have proven popular among US brands and can help drive new customer acquisition, offering an alternative to traditional sports betting for more casual users, according to Bet99.