888 and Authentic Brands Group have partnered to develop online sports betting and igaming products for the latter’s Sports Illustrated brand in the United States.
888 intends to kick off the relationship with the launch of the branded SI Sportsbook in Colorado during the second half of 2021, with other states to follow.
Jamie Salter, founder, chairman and CEO of ABG said: “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.
Offer of an innovative product experience
“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.”
In addition, 888 will receive an exclusive licence to utilise the Sports Illustrated name and trademarks for online casino and sports betting, as well as certain exclusive advertising and editorial integration rights on select digital assets.
ABG will earn certain brand licence and affiliate fees, as well as a minority passive investment in the group, as part of the deal. Furthermore, 888 has agreed to a minimum annual advertising commitment on various ABG media assets during the length of the commercial agreement.
Accelerate US investment
The CEO of 888, Itai Pazner, said: “We are delighted to announce this strategic partnership, enabling us to accelerate our investment into the US, 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 US, 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.”