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RNS Number : 9697C 888 Holdings plc 24 June 2021 24 June 2021 888 Holdings Plc ( " 888 " or " the Group " ) and Authentic Brands Group ( " ABG " ) Announce an Exclusive U.S. Online Sports Betting and iGaming Partnership for Sports Illustrated The Strategic Partnership with Sports Illustrated Provides 888 with a Platform for Strong U.S. Growth 888 ( LSE : 888 ) , one of the world's leading online betting and gaming companies , and Authentic Brands Group ( ABG ) , a brand development , marketing and entertainment company and owner of the Sports Illustrated brand , today announced an exclusive partnership to develop Sports Illustrated online sports betting and iGaming products in the United States . Leveraging 888's world - class proprietary and scalable technology , 888 expects to kick off the partnership with the launch of an all - new Sports Illustrated wagering experience later this year branded SI Sportsbook , which is expected to launch in Colorado in the second half of 2021 , with other states to follow . Itai Pazner , CEO , 888 said : " We are delighted to announce this strategic partnership , enabling us to accelerate our investment into the U.S. , 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 U.S. , 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 . " Jamie Salter , Founder , Chairman and CEO , ABG added : " 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 . 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 . " 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 ( " the company " ) holding certain of its U.S. licensed B2C