888 has disclosed that its Sports Illustrated wagering asset, SI Sportsbook, has launched in Colorado, with several other states set to follow in the coming months brand in a bid to create a “unique value proposition for sports fans”. 

The online betting and gaming firm says that the entity has been purpose built for the US market, and has launched ahead of the National Football League season. 

Offering an enhanced in-play betting market, SI Sportsbook is powered by official data from an array of sporting leagues and tournaments, including NFL, National Basketball Association, Major League Baseball, National Hockey League, NASCAR, and the Premier League.

With more than 30 million monthly unique users, Sports Illustrated will engage readers and fans by seamlessly incorporating betting information and insights from SI Sportsbook across its content, media, and gaming.

Yaniv Sherman, SVP and head of US at 888, explained: “We are proud to launch the SI Sportsbook in Colorado. We strongly believe we have developed a unique and differentiated sports wagering experience that combines the power of our proprietary technology platform with one of the most impactful sports media brands for nearly 70 years.

“By partnering with Sports Illustrated, we have created a strong platform that enables us to build our US position through Sports Illustrated’s extensive brand footprint. 

“This provides an opportunity to cost-effectively acquire customers and build a profitable business over time. We look forward to introducing SI Sportsbook to sports fans across Colorado and are excited to continue its roll-out into new states in the coming months.”

888 and Authentic Brands Group unveiled a collaboration in June with a view to developing online sports betting and igaming products in the United States for the Sports Illustrated brand.

The operator will will also be granted an exclusive license for the use of the brand and trademarks for online casino as well as sports betting, in addition to certain exclusive advertising and editorial integration rights on select digital assets.