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888 Holdings readies Sports Illustrated branded sportsbook

888 Holdings is preparing to launch a Sports Illustrated branded sportsbook in Colorado later this year. It’s a bit of innovative marketing that’s aimed at making the 888 Holdings brand stand out in an increasingly crowded US sports betting market where rising above the crowd is getting harder and harder.

As it stands, 888 Holdings is launching their new Sports Illustrated-themed sportsbook in Colorado, but that’s just the beginning. The UK-based operator is planning to launch multiple sports betting outlets across the country with the same SI theme.

In tandem with the sportsbook rollout, Sports Illustrated is planning on capitalizing on the booming US sports betting market by beefing up its own sports betting content. The venerable sports tome is planning a gambling themed issue in August and will be offering more data and analysis aimed at sports bettors in the fall.

Ross Levinsohn, CEO of Maven, the operator of Sports Illustrated’s print and digital assets commented on the synergistic move with 888 Holdings in a statement reported on by Sports Illustrated saying, “Sports Illustrated is the most trusted brand name in sports, and trust in the gaming space is paramount. The editorial, content and betting experience will reflect the integrity and ethos that SI has maintained for more than six decades.”

888 CEO Itai Pazner touted the new offering in the same article saying, “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.”

It’s unclear where the next Sports Illustrated themed sportsbook is going to open, but 888 Holdings is clearly betting that the SI brand will be a boost to their efforts to compete in the US market.