“This is an important milestone for 888 which enhances our foothold in the US online sports betting and iGaming markets,” said Yaniv Sherman, Senior VP and Head of US at 888, as the operator was awarded a provisional licence for its Sports Illustrated branded betting and gaming product by the US State of Virginia legislator, the Virginia Lottery.
Earlier this year, 888 entered into what is an obvious ‘win-win’ licensing agreement with the owners of Sports Illustrated, Authentic Brands Group, with ABG seeking to extends the magazine’s reach into betting and gaming and 888 benefitting from a truly iconic brand association in the US.
888 launched the first SI Sportsbook in September, in Colorado, and it is anticipated that this will be followed by a Virginia launch in early 2022.
