SI Sportsbook is set to debut in Colorado in the second half of 2021 following an agreement between 888 and Authentic Brands Group (ABG), the brand development, marketing and entertainment company which acquired the Sports Illustrated brand for $110m in 2019.
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 some exclusive advertising and editorial integration rights on select Sports Illustrated branded digital assets.
