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888 & Sports Illustrated Partnership Formed to Launch SI Sportsbook

888 & Sports Illustrated Partnership Formed to Launch SI Sportsbook

by Tanner KernJune 24, 2021

888 & Sports Illustrated Partnership: Mainstream sports media companies have been investing in sports betting. FOX Sports was the first company to get involved in sports betting, and they established a trend in the industry. Sports Illustrated is the latest media conglomerate to journey down the path of legal sports betting.

Online gaming company 888 Holdings PLC and Authentic Brand Group, the owner of Sports Illustrated, have entered a partnership to develop an exclusive partnership to develop a Sports Illustrated Sportsbook and other iGaming products in the United States.

The Latest Partnership in Sports Betting

888 is a significant name in the global betting industry, and they will use the Sport illustrated brand to create the next great sportsbook in the United States. The relationship is scheduled to begin with the launch of a Sports Illustrated Sportsbook later in 2021.

Colorado is the first legal jurisdiction where the book will go live. Both companies have numerous resources to make this book special in the legal wagering industry.

888 Holdings PLC is well versed in the gaming industry, and the Sports Illustrated brand appeals to sports fans throughout the world. 888 Itai Pazner spoke about his excitement to partner with Sports Illustrated.

He believes it’s an excellent way for 888 to expand into its presence in the United States.

“We are delighted to announce this strategic partnership, enabling us to accelerate our investment into the US, which represents one of the most exciting long-term growth opportunities for our company. Sports Illustrated is an iconic sports media brand, with high awareness and consumer loyalty.”

888 Holdings PLC does have a sportsbook in the United States, which is available in Nevada, New Jersey, and Delaware. In addition, it’s going to expand into Colorado, Illinois, and Iowa. However, the book is still not a primary choice of bettors in the country.

The Sports Illustrated connection will help with client acquisition, and that was the main reason 888 chose to create the partnership.

Uncharted Territory for Sports Illustrated

If it were 2019, the partnership between Sports Illustrated and 888 Holdings would have been considered unprecedented. Instead, sports media companies branding sportsbooks are now regarded as standard, which shows how far legal sports betting has come in a short period.

Jamie Salter, the Founder, Chairman, and CEO of Authentic Brands Group, is excited for Sports Illustrated to continue to grow with the sports industry.

She said, “We are thrilled to announce that Sports Illustrated is entering the online sports betting and igaming space. Sports wagering represents a large and high-growth market, allowing us to diversify the brand’s revenue streams and engage directly with our sports consumers, broadening the reach of the brand.888 is one of the leaders in online betting and gaming globally and has outstanding technology, products, and marketing capabilities, and we are excited to partner with them to offer an innovative product experience for sports fans.”

Under the agreement, 888 will have full rights to utilize the Sports Illustrated brand in its sportsbook. The sportsbook will be advertised on some Sports Illustrated branded digital assets. ABG will earn affiliate fees from the sportsbook as well as a stake in 888 Holdings PLC.

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About The Author
Tanner Kern
Tanner Kern is a former Division I football player at Lafayette College and a graduate of the University of Connecticut. He is a former writer for USA Wager and!