Colorado has a new sportsbook from 888 Holdings via their partnership with the Sports Illustrated brand called SI Sportsbook. The product is live in the state today, offering traditional sports betting and live wagering.
Sports Illustrated is one of the most cherished journalistic sports brands in North America, but like many print publications, the once-weekly magazine has changed their business model in recent years. Their partnership with 888 Holdings earlier this year was designed to extend their brand and offer them opportunities to provide editorial content to a new audience, while also increasing revenue.
Colorado is expected to be the first of many states where 888 Holdings will launch SI Sportsbook. Based in Gibraltar, 888 operates several gaming brands in Europe and the United States, including 888poker, 888casino, and 888sport. They also own and operate many online bingo sites that are popular in the United States. The partnership with Sports Illustrated is the first co-branded deal for 888 Holdings.
Sports Betting in Colorado
In November of 2019, voters approved Proposition DD with 51.4% of ballots cast in favor, making sports betting legal in Colorado. On the first day of May in 2020, Colorado online sports betting was officially launched, with sportsbooks also allowed in retail casino locations. Many of the biggest sportsbook names are active in the state, including Draftkings, FanDuel, BetRivers, BetMonarch, and BetMGM.
About Sports Illustrated
Since their first issue in 1954, Sports Illustrated has been one of the most trusted publications in North American sports. Following years of declining subscription rates, Sports Illustrated was sold to Authentic Brands Group in 2019 when it was also announced that theMaven, Inc. had acquired editorial licensing rights. The magazine (which is published quarterly) is not the central piece of the business as of 2021. Most readers connect with Sports Illustrated and their content via their website.