Sports Illustrated Partners with 888 to Launch Exciting New Sportsbook

Sports Illustrated Propels Forward with an Exclusive Sportsbook Partnership

In a landmark move that marries the iconic prestige of sports journalism with the burgeoning realm of online betting, Sports Illustrated has joined forces with 888, a titan in the internet gaming technology sphere, to introduce a sportsbook that promises to redefine the landscape of sports betting in the United States. This collaboration is poised to launch a Sports Illustrated-branded sportsbook, marking a significant milestone in the integration of sports media and betting industries.

The venture is slated to debut in Colorado later in 2021, setting the stage for a nationwide rollout of online sports betting and iGaming products under the Sports Illustrated banner. This collaboration represents a pivotal evolution for Sports Illustrated, a publication that has been the cornerstone of sports journalism in North America since its inception in 1954. Transitioning from its traditional magazine roots, Sports Illustrated has adeptly navigated the digital age, connecting with its audience primarily through its online platform.

The Synergy of Sports Media and Betting

The fusion of a Sports Illustrated sportsbook, complemented by the potential launch of an SI betting app, underscores a broader trend towards the integration of sports media content and sports betting. This trend has seen traditional media entities increasingly embrace sports betting partnerships, weaving odds and betting lines into their broadcasts and digital content. Gaming corporations and professional sports leagues are not far behind, with entities like Bally’s taking up sponsorship roles and leagues inking deals with official gaming partners, further blurring the lines between sports competitions and betting.

The partnership between Authentic Brands Group (ABG), owner of the Sports Illustrated brand, and 888 Holdings was announced in June 2021 as a 20-year exclusive licensing deal for online sports betting and iGaming in the US, with SI Sportsbook launching first in Colorado in the second half of 2021.

This burgeoning relationship among sports leagues, media, and gaming companies stems from significant legislative shifts, most notably the 2018 Supreme Court ruling that opened the doors for legalized sports betting across the United States. With 22 states, including New Jersey, Michigan, and Illinois, having legalized sports betting since the ruling, and several more states poised to follow suit, the sports betting industry is witnessing unprecedented growth. This growth is reshaping consumer expectations, with sports fans increasingly seeking odds and money lines as part of the standard fare for sporting events.

SI Sportsbook partnered with Genius Sports to provide official NFL and NASCAR data, enhancing its betting offerings upon launch in Colorado.

The Implications of This Partnership

The collaboration between Sports Illustrated and 888 heralds a new era where sports journalism and betting converge, offering sports enthusiasts a unique blend of insightful editorial content and the thrill of betting. This partnership is not just about offering a platform for placing bets; it’s about enriching the sports fan’s experience, providing a more immersive and engaging way to enjoy sports.

As sports betting becomes more mainstream, the role of sports media in shaping perceptions and providing a trusted source of information becomes increasingly critical. Sports Illustrated, with its storied history and credibility in sports journalism, is uniquely positioned to lead this charge, offering a sportsbook that promises integrity, innovation, and an unmatched user experience.

The deal included ABG receiving brand license fees, affiliate fees, and a 4.99% equity interest in 888’s US operations, with options for additional stakes.

The Future of Sports Betting and Media

This collaboration between Sports Illustrated and 888 is more than just a business venture; it’s a visionary step towards a future where the boundaries between sports media and betting continue to blur. As more states legalize sports betting and as fan engagement evolves, we can expect to see more media companies and sports leagues explore similar partnerships.

The potential for growth in this space is immense, with the sports betting industry projected to reach new heights in the coming years. This growth will likely spur further innovation, with advances in technology offering new ways to bet, new forms of interactive sports content, and more immersive fan experiences.

Conclusion

The partnership between Sports Illustrated and 888 is a watershed moment for the sports betting and media industries, signaling a new direction for sports entertainment. As this venture unfolds, it will be fascinating to watch how it influences the landscape of sports betting, media, and fan engagement. With Sports Illustrated leading the way, the future of sports betting looks brighter than ever, promising a new era of entertainment for sports fans across the United States.