Continuing its sports betting expansion north of the U.S. border, the NFL in conjunction with Genius Sports Limited announced new licensing agreements Tuesday with three sportsbooks to distribute live video streams of NFL contests to their customers in Canada.
Under the deal, bet365, Bet99, and Rivalry have been granted the rights to provide their customers in Canada with low-latency video streams of all NFL regular and postseason games through Genius Sports' fully integrated “Watch & Bet” solution. Football fans in Canada will focus their attention on the NFL now that the CFL season ended Sunday with Toronto's 24-23 win over Winnipeg in the 109th Grey Cup.
“We are delighted that the NFL has broadened its partnership with Genius Sports to become the exclusive provider of official data and livestreaming content for sportsbooks across Canada,” Genius Sports CEO Mark Locke said in a statement.
New methods of fan engagement
Genius Sports said it would utilize its machine learning and livestreaming technologies to power video experiences for millions of sportsbook customers in Canada, including new ways to track bets and follow the live action.