888 Holdings is joining forces with Sports Illustrated to introduce a novel online sports wagering and gaming platform. Utilizing 888’s proficiency in digital gaming, the legendary sports publication will provide a new perspective on sports betting later this year. This innovative endeavor, known as “SI sportsbook,” will premiere in Colorado in the second half of 2021, capitalizing on the expanding sports betting sector in the United States, with aspirations to broaden its reach to other states shortly. This alliance grants 888 exclusive privileges to utilize the Sports Illustrated brand and trademarks for online sports wagering and iGaming, aiming to leverage the magazine’s extensive audience and devoted readership. 888’s CEO, Itai Pazner, conveyed his enthusiasm about entering the American market, deeming it one of the company’s most promising paths for sustained expansion. This collaboration presents a potent and economically sound method to engage with millions of sports aficionados nationwide, harnessing Sports Illustrated’s prestige and captivating sports content.
James Salter, the head honcho at Authentic Brands Group (ABG), shared his enthusiasm about Sports Illustrated diving into the world of online sports wagering and iGaming. He highlighted 888’s global dominance in the online betting and gaming sphere, praising their prowess in technology, product development, and marketing. Salter expressed excitement about collaborating with 888 to craft a one-of-a-kind product experience tailored for sports enthusiasts, further broadening the Sports Illustrated brand’s reach. He acknowledged the substantial and expanding nature of the sports betting market, viewing it as a prime chance to diversify brand revenue streams while fostering direct engagement with their sports-loving audience.
