888 Holdings and the owner of Sports Illustrated, Authentic Brands Group (ABG), have partnered to launch online sports betting and iGaming products for the Sports Illustrated brand.  

By utilising 888’s proprietary technology, Sports Illustrated will be able to offer a new wagering experience later this year.  

It is expected to launch in Colorado in the second half of 2021, with other states set to follow suit – as betting continues to surge across the US.  

The exclusive partnership will develop the Sports Illustrated brand with the launch of ‘SI sportsbook,’ the name of the new betting-focused brand.  

Under the agreement, ABG will give 888 an exclusive licence, one that will allow the gaming group to use the Sports Illustrated brand and trademarks for the purpose of online sports betting and iGaming.  

Itai Pazner, 888 CEO, said: “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. This agreement provides us access to millions of engaged sports fans across the US, giving us a high-volume and cost-effective customer acquisition channel, and great content to engage sports fans.” 

Jamie Salter, Founder, Chairman and CEO of ABG, added: “We are thrilled to announce 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.”