LONDON (ShareCast) - (Sharecast News) - Gambling firm 888 Holdings has struck a strategic partnership with Sports Illustrated owner Authentic Brands Group that will see the UK-based group develop online sports betting and iGaming products for the American publisher in the United States.
888 said on Thursday that it will leverage its "world-class proprietary and scalable technology" to kick off the partnership with an all-new Sports Illustrated wagering experience, expected to launch in Colorado in the second half of 2021, with other states to follow.

Under the 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, while ABG will receive certain brand license and affiliate fees, and a minority passive interest in 888.

Chief executive Itai Pazner said: "We are delighted to announce this strategic partnership, enabling us to accelerate our investment into the US, which represents one of the most exciting long-term growth opportunities for our company.

"This agreement provides us access to millions of engaged sports fans across the US, 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."

As of 0840 BST, 888 shares were up 2.54% at 404.20p.

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