Leading operator 888 has announced that it will power a sportsbook in partnership with Sports Illustrated. This sportsbook will have all of the Sports Illustrated branding and it will be aimed at players in the USA. This is a big partnership for 888 with an exclusive license on offer.
Set to launch in the second half of 2021
The latest agreement that has resulted in this deal was between 888 and Authentic Brands Group (ABG) who run Sports Illustrated. ABG is a marketing, brand development and entertainment company that acquired the Sports Illustrated brand back in 2019 for $110m.
According to the official reports, ABG will award 888 an exclusive license for the use of the Sports Illustrated brand. This means that they will have the trademarks for online sports betting and iGaming and some additional rights on the Sports Illustrated branded digital assets.
A great strategic partnership
This partnership between 888 and ABG is causing quite a stir in the industry. 888 is set to gain even more brand exposure in the USA iGaming space with the launch of the branded sportsbook.
888 Chief Executive 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.”
Pazner added: “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.”
Any affiliates should watch out for 888 and any future moves they make in the USA. This partnership will have them on track for success towards the second half of 2021 and into 2022.