Sports Illustrated Sportsbook is getting into the retail operating business by partnering with two trusted companies in the legal sports betting world.
OpenBet, a technology platform company with 75 partnerships globally, announced Wednesday that it's teaming with Sports Illustrated and the media brand’s partner 888 Holdings to launch a brick-and-mortar location inside Island Resort & Casino in Michigan.
The first venture in a retail sportsbook for the Authentic Brands Group-owned Sports Illustrated will feature state-of-the-art betting counters and self-service kiosks. OpenBet's Trading System will allow bettors to place same-game parlays, in-game wagering, teasers, futures, and player props.
“We are delighted to partner with 888 and Sports Illustrated Sportsbook to power their first-ever retail launch,” said OpenBet U.S. Vice President Deb Krupinski. “Customers at the Island Resort & Casino in Michigan can now immerse themselves in the ultimate sports betting experience in a safe and secure environment. Delivering this landmark retail platform for such an iconic brand is a significant milestone for OpenBet and underscores our commitment to ensuring our partners are equipped with cutting-edge technology and unrivaled content.”
Sports betting is well-established in Michigan, as there are 13 online betting sites and 16 retail shops currently operating in the Wolverine State. In August, the state reported a handle of over $228 million.
SI branching out
888 Holdings formed a partnership with Sports Illustrated in 2021 to launch the media company’s online sportsbook and provide 888 Sports wagering platform.
SI Sportsbook’s mobile site already operates in Michigan, as well as Colorado and Virginia. There are also additional plans to move into New Jersey, Iowa, and Indiana.
It’s been an interesting year for media brands branching out. FOX Bet announced in July it would be closed entirely after struggling to capture market shares, while PENN National dropped Barstool Sportsbook in August to create ESPN Bet, which will launch later this year.
A brick-and-mortar sportsbook allows SI to branch out and try to expand a brand that’s still searching for growth in the online sports betting market.
OpenBet continues U.S. presence
OpenBet continues to expand its U.S. partnerships. The technology provider is already working with FanDuel, DraftKings, PointsBet, and BetMGM, among others.
OpenBet recently announced in July a deal to provide odds and pricing for Professional Bull Riding. Earlier this month, OpenBet entered the Brazilian market by partnering with Play7.Bet.
