The deals between gaming firms and sports media companies continue to rise. 888 Holdings PLC, one of the world’s most popular online gaming operators & platform providers, and Authentic Brands Group’s Sports Illustrated brand, today announced an exclusive partnership to develop and launch Sports Illustrated online sportsbook and iGaming products in the US.
888 and Sports Illustrated Partnership
The partnership will give exclusive rights for 888 to use the iconic-SI magazine’s name for sportsbook and iGaming operations. Meaning, 888Sport will have full license to use SI’s brand and trademarks in the US. Also, have access to certain exclusive advertising and editorial integration rights on select Sports Illustrated digital assets.
In return, Authentic Brands Group will receive a licensing fee and a minority passive interest in 888.
Itai Pazner, CEO, 888 said: “We are enthusiastic 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.”
During the agreement, 888 has agreed to a minimum annual advertising commitment on ABG media assets. This fall, Sports Illustrated will also print and release a special gambling-theme edition of the magazine.
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 brand’s revenue streams and engage directly with our consumers.”
Sports betting is live in Colorado since May 2021. The Centennial State’s retail and online sports betting market generated $147.3m revenue during the first year. With the launch of SI sportsbook in Fall 2021, the state is going to generate much better revenue.
More about 888
The British company, 888 is widely known as one of the biggest online gaming brands in the world, operating on several platforms throughout a multitude of countries. The 888 brand has been increasing foothold in the US, tapping rapidly growing betting market since the removal of the ban on sports betting in 2018.
In December 2020, 888 Holdings made an announcement that it would be entering the three fastest-growing US markets. The sportsbook has clear plans to launch in Colorado, Iowa, and Indiana by the end of 2021. Given its size, we fully expect 888 to move into more markets in the not too distant future.