Fox Rothschild Partners Stephen M. Cohen, C.J. Fisher and Lauren W. Taylor served as corporate and regulatory counsel to Authentic Brands Group, a brand development, marketing and entertainment company and owner of the Sports Illustrated brand, in an exclusive partnership with 888 Holdings Plc (LSE: 888) to develop Sports Illustrated online sports betting and iGaming products in the United States.

888, one of the world’s leading online betting and gaming companies, will leverage its world-class proprietary and scalable technology to kick off the partnership with the launch of an all-new Sports Illustrated wagering experience later this year. Branded SI Sportsbook, it is expected to launch in Colorado in the second half of 2021 with other states to follow.

Under the commercial agreement, ABG will grant to 888 an exclusive license for the use of the Sports Illustrated brand and trademarks for online sports betting and iGaming, and certain exclusive advertising and editorial integration rights on select Sports Illustrated branded digital assets. As part of the transaction, ABG will receive certain brand license and affiliate fees, and a minority passive interest in the 888 group company holding certain of its U.S. licensed B2C activity. In addition, during the term of the commercial agreement, 888 has agreed to a minimum annual advertising commitment on certain ABG media assets.

Fox’s nationwide Gaming Law Group advises clients on regulatory compliance, licensing, financing, operations, corporate, transactional and a range of emerging issues, and are at the forefront of the expansion of legalized and regulated internet gaming and sports betting in the United States.