Sports Illustrated, the popular sports magazine, is now looking to break into the growing and thriving US sports betting industry. Sports Illustrated is owned by Authentic Brands Group, and it just recently reached a deal with a popular UK-based online gambling company.
888 Holdings is already established in the US iGaming industry, but it has been looking for a way to join the sports betting industry. 888 was recently able to sign a deal with Authentic Brands Group, and the two companies will soon launch SI Sportsbook.
Breaking into the US sports betting market has not been easy for any of the top UK-based names, but 888 is taking an interesting approach. Sports Illustrated has already built up a large customer base, and it can continue to do so through the production of the magazine.
SI CEO Jamie Salter said, “We are thrilled to announce that Sports Illustrated is entering the online sports betting and iGaming space.”
Itai Pazner, CEO of 888, said, “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.”
SI Set to Change
The Sports Illustrated magazine is going to be changing up its format over the next few months in an effort to promote this new partnership. The editors are planning on running sports betting stories leading up to the launch, which should help get readers focused on sports betting.
A brand new gambling-themed edition of Sports Illustrated is set to launch in August, which should be right around the time of the SI Sportsbook launch. That edition will highlight some sports betting tips and tricks, and it will also help explain how sports betting works.
Colorado Gets First Crack
According to this announcement from the two companies, Colorado has been chosen as the first state to receive the SI Sportsbook. Colorado is a growing sports betting market, but it is also one that has a large number of sportsbooks already in business.
888 Holdings and Authentic Brands Group have plans to launch in at least 10 other states by the end of 2023, and this seems like a realistic possibility. 888 Holdings already has market access in both Indiana and Iowa, and those two states will likely be next on the list.
2021 NFL Season a Goal
When this new partnership was announced, the two companies did not set an exact date as to when the SI Sportsbook would be available. Colorado will receive the first SI Sportsbook, but moving quickly will give this sportsbook the best chance to be successful.
The National Football League is the most popular betting market in the United States, and it brings in plenty of handle and revenue. Launching the SI Sportsbook in as many states as possible by September 9 would provide a huge boost to the company.
There are many steps that need to happen before the SI Sportsbook is able to launch, but those could be handled quickly.