Genius Sports, the data technology and commercial partner, has partnered with betting and operator 888 Holdings in the US.
The focus is to power data and trading solutions on its new Sports Illustrated (SI) sportsbook, launched in Colorado.
The sports betting site will power a full suite of US sports data, including official NBA, NCAA, NASCAR and NFL sports data feeds. In addition to this, it will hold a range of dynamic content and trading solutions, harnessing data from player acquisition to pre-match and in-game betting. All this will be rendered through customer retention.
Yaniv Sherman, SVP & Head of US at 888, said: “This is an important step in SI Sportsbook’s launch. By extending our global partnership with Genius Sports we are able to combine our proprietary technology with its exclusive real-time sports data to provide a first-class betting and gaming experience for sports fans. We look forward to introducing the SI Sportsbook to customers across Colorado in the coming weeks.”
The parent company of Sports Illustrated, Authentic Brands Group, partnered with 888 Holdings earlier this year to launch the SI sportsbook in the US, beginning with Colorado. The overall agreement with both 888 and Genius Sports expands its global partnership.
This agreement makes SI Sportsbook the latest US brand to adopt Genius Sports’ exclusive in-race betting markets, launched in partnership with Genius Sports in 2020. The site will also offer data that includes access to the NFL's proprietary Next Gen Stats (NGS).
Mark Locke, CEO at Genius Sports, said: “We are delighted to expand our partnership with 888, a global leader in online betting that has joined forces with Sports Illustrated, one of the iconic sports brands. This new collaboration reinforces the integrity of our official data offerings and ability to give their sportsbook’s customers a first-class betting experience.
“The launch of SI Sportsbook is a clear statement for the convergence of sports, betting and media in the US, and we’re excited to play a pivotal role in its entry into the market.”