Sports Illustrated And 888 Join Forces To Create SI Sportsbook

Written By Ian St. Clair on 06/24/2021 - Last Updated on March 21, 2024
SI Sportsbook Colorado

Colorado sports bettors are about to get another option.

Not that they don’t have a bevy of choices now, but a few more certainly won’t hurt.

On Wednesday, 888sport and Authentic Brands Group (ABG), the parent company of Sports Illustrated, announced an exclusive partnership to bring online sports betting and iGaming to the U.S. This includes the launch of the SI Sportsbook later this year.

The first state to get this new sports betting venture is Colorado. The SI Sportsbook will partner with the Colorado Grande Casino in Cripple Creek to bring sports betting to the state. There are also plans to launch in other states following Colorado. The 888 sports betting app is currently live in New Jersey. The main 888 office is in Israel, but also has offices in the U.S., U.K., Romania and Antigua.

Right now, there are 22 Colorado sports betting apps.

As Jamie Salter, ABG founder, chairman and CEO, said in the SI story:

“We are thrilled to announce that Sports Illustrated is entering the online sports betting and iGaming space. 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.”

What Colorado bettors expect from SI Sportsbook?

According to the story, Colorado online sports betting can expect a robust array of betting information, data, tools, stories, and insight on the digital platform.

If this sounds familiar, it’s because it’s the same model used by FoxBet and theScore, both media company-branded sportsbooks that are also in Colorado. The other big one that isn’t live in Colorado with a betting app yet is Barstool.

But this is the way of the future for sportsbooks and sports betting companies. Give the customers everything they need in one place, so they’re not bouncing around multiple apps, potentially losing interest and not placing a bet.

On its face, the model makes sense. Whether it’s successful or will work, are separate questions entirely.

As Itai Pazner, 888 CEO said, said in the story:

“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.”

Other apps that could launch soon

Speaking of Barstool, bettors in Colorado have waited since the start of the year for the app to launch.

The retail sportsbook at the Ameristar is open and a popular destination; especially now that casinos are back to “normal.”

As for the launch of the Barstool Colorado app, look for that to happen before the start of the NFL season.

There’s also Bet365 and Tipico, though there’s no word on when they might launch. Though that could happen soon.

Photo by AP / David Zalubowski
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Ian St. Clair

Ian is an award-winning sports journalist and a University of Northern Colorado graduate. He’s a Colorado native and has over a decade of experience covering college and professional athletics. He broke into the gambling industry right as Colorado launched legal sports betting in 2020. Ian now manages the sites for some of the biggest gambling markets in North America and is an analyst for PlayColorado.

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