Sports Illustrated and 888 announce SI Sportsbook launch

SI’s parent company, Authentic Brands Group, and 888, on Wednesday announced an exclusive partnership to develop Sports Illustrated online sports betting and iGaming products in the United States, including the launch of SI Sportsbook later in 2021.

“We are thrilled to announce that Sports Illustrated is entering the online sports betting and iGaming space,” ABG founder, Chairman and CEO Jamie Salter said. “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.”

SI Sportsbook will first launch in Colorado, with more states to follow in the coming months. Sports Illustrated is launching a robust array of betting information, data, tools, stories and insight daily on its digital platform and is publishing a gambling themed issue of the iconic magazine in August.

This fall, SI will launch enhanced and comprehensive coverage of the sports betting space, including in-depth analysis, tools and widgets to inform both betting enthusiasts and new players.

“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," said Itai Pazner, CEO, 888.

Under the commercial agreement, ABG will grant to 888 an exclusive license for the use of the Sports Illustrated brand and trademarks for online sports betting and iGaming, and certain exclusive advertising and editorial integration rights on select Sports Illustrated branded digital assets. As part of the transaction, ABG will receive certain brand license and affiliate fees, and a minority passive interest in the 888 group company holding certain of its U.S. licensed B2C activity. In addition, during the term of the commercial agreement, 888 has agreed to a minimum annual advertising commitment on certain ABG media assets.