US – 888 and Authentic Brands Group sign online sports betting and iGaming partnership for Sports IllustratedBy Lewis - 24 June 2021
888 and Authentic Brands Group, a brand development, marketing and entertainment company and owner of the Sports Illustrated brand, have announced an exclusive partnership to develop Sports Illustrated online sports betting and iGaming products in the United States.
Leveraging 888’s technology, 888 expects to kick off the partnership with the launch of an all-new Sports Illustrated wagering experience later this year branded SI Sportsbook, which is expected to launch in Colorado in the second half of 2021, with other states to follow.
Itai Pazner, CEO at 888, said: “We are delighted to announce this strategic partnership, enabling us to accelerate our investment into the U.S., 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 U.S., giving us a high-volume and cost-effective customer acquisition channel, and great content to engage sports fans.
“We are excited about the potential to deliver our cutting-edge, proprietary sportsbook platform into the market, providing Sports Illustrated fans with a first-class betting and gaming experience.”
Jamie Salter, Founder, Chairman and CEO, ABG added: “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.”