(Alliance News) - 888 Holdings PLC on Thursday announced a new partnership with Sports Illustrated to develop a betting and iGaming platform, boosting its US footprint.
The Gibraltar-based gambling firm said the online sports betting partnership will provide a strong platform for future growth in the burgeoning US market.
Under the deal, Sports Illustrated will grant 888 an exclusive license to use its brand for online sports betting and iGaming. An online betting platform will be developed by 888, named SI Sportsbook, expected to launch in Colorado in the second half of 2021.
"888 expects to kick off the partnership with the launch of an all-new Sports Illustrated wagering experience later this year branded SI Sportsbook," the company said.
Media firm Sports Illustrated is owned by Authentic Brands Group.
Sports betting laws in the US are being relaxed in many states for the first time following a Supreme Court ruling in 2018, allowing bookmakers to tap into the lucrative market there.
Shares in 888 were up 1.6% to 400.61 pence each in London on Thursday morning, one of the best mid-cap performers.
By Will Paige; willpaige@alliancenews.com
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