888 Sports Join Forces with Sports Illustrated to Launch Sportsbook
888 Holdings has signed a deal with Sports Illustrated to launch an online sportsbook.
The parent company of Sports Illustrated, Authentic Brands Group, has joined forces with online gaming company 888 Holdings to develop iGaming and online sports betting platforms. Additionally, both companies have announced they plan to launch an SI sportsbook by the end of the year in the United States. 888 Holdings is the parent company of 888Sports, 888Casino, and 888poker which are already live and available in NJ.
According to Reuters, the new sportsbook is expected to enter the Colorado sports betting market first this year with a strategy in place to expand to 10 other markets by 2022-23. According to the magazine, there are also plans to increase data, tools, stories, insight, and betting information on SI.com in addition to rolling out a gambling-themed issue of Sports Illustrated in August. 888 has been keen to enter the CO sports betting market for some time and were approved by the Colorado gaming division back in 2020.
Jamie Salter, ABG founder and chief executive officer said they are “thrilled” to reveal the news that Sports Illustrated is entering the iGaming and online sports wagering market. Salter said that 888 is one of the “leaders in online betting and gaming globally” and described their marketing reach, products, and technology as “outstanding.”
More Exposure in the US
888 has been attempting to increase its exposure in the US. Based in the UK, the company hopes that joining forces with the sports magazine and its readers who are sports betting enthusiasts should increase its visibility in the US sports betting industry. It is already a fully established online casino and poker brand in the US.
888 CEO Itai Pazner told Reuters that “this is kind of the missing piece in our American puzzle.” He said teaming up with Sports Illustrated will “give us the local brand we were missing.” Pazner added that the deal would give them access to a vast audience, with the opportunity “to communicate with this audience on an ongoing basis.”
In December, 888 revealed it would be entering the Iowa, Indiana, and Colorado online sports betting markets in 2021. The company announced it had signed multi-year agreements with Catfish Bend Casinos II LLC in Burlington, Iowa; Caesars Entertainment’s Harrah’s Hoosier Park in Anderson, Indiana; and Grande Casino in Cripple Creek, Colorado. All of these deals have secured 888 market access in those states.
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