Sports Illustrated's plan is to entertain readers and fans by incorporating betting information and insights from SI Sportsbooks across its content, media and gaming.

With over 30 million monthly unique users that take advantage of the customised experience offered by the group, 888 looks forward to launching SI Sportsbook in several other states in the US.

SI Sportsbook, which was specially built for the US market, is powered by official data from the most popular sporting league and tournaments (National Football League, National Basketball Association, Major League Baseball, National Hockey League, NASCAR, and the English Premier League) and it was launched prior to the NFL season.

The operator is confident the launch of SI Sportsbook in Colorado will be successful.

Yaniv Sherman, SVP – Head of US at 888, said: “By partnering with Sports Illustrated, we have created a strong platform that enables us to build our US position through Sports Illustrated’s extensive brand footprint. This provides an opportunity to cost-effectively acquire customers and build a profitable business over time.

"We look forward to introducing SI Sportsbook to sports fans across Colorado and are excited to continue its roll-out into new states in the coming months.”