To celebrate his new role, Giovinco will host an Instagram live event and make predictions for the FIFA World Cup matches. Furthermore, he will also be handing out celebratory fan giveaways – including footballs and other merchandise.

Otherwise, Giovinco will be a part of Bet99's Soccer House watch party on 27 November at the Firkin on Bay Street, Toronto – which will see Canada’s second World Cup game against Croatia being screened live.

On joining Bet99, Giovinco said: "Partnering with Bet99 is a great opportunity, and this is perfect timing. As the World Cup heats up and Canada makes a run for the first time in 36 years, I'm really excited to join a truly Canadian online sports betting company in rooting for the team. And joining this top-notch roster of Bet99 ambassadors is an incredible honour."

Meanwhile, Jared Beber, CEO of Bet99, added: "We're thrilled to have drafted Sebastian to the Bet99 team. His stature and record in the Canadian and international soccer community is unparalleled, and the insights and excitement that he'll bring to Team Canada, our players, and our platform is a game-changer."

Giovinco has become an ambassador of the brand, with Canada taking part in its first FIFA World Cup in over 35 years – the North American country will also host the competition alongside USA and Mexico in 2026.

He joins other famous athletes, such as George St-Pierre and Alysha Newman, as an ambassador of Bet99.