{"id":11757,"date":"2021-07-16T10:58:22","date_gmt":"2021-07-16T10:58:22","guid":{"rendered":"https:\/\/www.legitgambling.com\/news\/?p=11757"},"modified":"2021-07-16T10:58:53","modified_gmt":"2021-07-16T10:58:53","slug":"888-to-benefit-from-sports-illustrateds-appeal-to-women-and-older-consumers","status":"publish","type":"post","link":"https:\/\/www.legitgambling.com\/news\/888-to-benefit-from-sports-illustrateds-appeal-to-women-and-older-consumers\/","title":{"rendered":"888 To Benefit From SI&#8217;s Appeal To Women &#038; Older Consumers"},"content":{"rendered":"<p><img decoding=\"async\" src=\"https:\/\/www.legitgambling.com\/news\/wp-content\/uploads\/2021\/07\/888-holdings-partners-with-sports-illustrated.jpg\" alt=\"888 Holdings partners with Sports Illustrated\" title=\"888 To Benefit From Sports Illustrated's Appeal To Women &#038; Older Consumers\" width=\"300\" class=\"alignleft size-full wp-image-11758\" \/><strong>888 Holdings<\/strong>, the parent company of <a href=\"https:\/\/www.legitgambling.com\/reviews\/888-poker\">888poker<\/a>, recently inked a deal with Authentic Brands Group (ABG), owner of the American media company <strong>Sports Illustrated<\/strong> (SI). Both companies have embarked on a joint venture to launch SI-branded <a href=\"https:\/\/www.legitgambling.com\/us\/legal-us-online-betting-sites\">online sports betting<\/a> and iGaming products which will be made available to the US market very soon. <\/p>\n<p>There&#8217;s a good reason why 888 has chosen ABG and SI as its newest partners. Senior Vice President for 888 Holdings, <strong>Yaniv Sherman<\/strong>, said SI has a unique selling point \u2013 it is popular with female and older consumers. <\/p>\n<p>According to Sherman, this is quite untypical nowadays, with most brands more focused on the younger demographic. <\/p>\n<p>SI&#8217;s appeal with women and older customers partly influenced 888&#8217;s decision to form a new partnership with ABG and subsequently launch online gaming products under the SI brand. <\/p>\n<p>Based on user demographic data for the period June 2020 &#8211; June 2021, a significant portion of <strong>SI&#8217;s customers belong to the 25-34 age group (23.2 percent), while 20.2 percent were aged 35-44<\/strong>.<\/p>\n<p>But when all figures are taken into account, majority of SI customers are actually older people aged 45 and above. They account for <strong>nearly 45.2 percent of SI&#8217;s consumers: 18.2 percent were 45-54, 15.9 percent were 55-64, and 11.1% were aged 65 and beyond<\/strong>. Sherman, who is in his 40s and an avid SI consumer himself, said SI personally strikes the right chord.<\/p>\n<p>SI&#8217;s popularity with female consumers is also an intriguing fact. <strong>Women account for 23.2 percent of SI users for the same period<\/strong>. This is a great figure especially for sports betting which is generally dominated by male users. This means that the SI-branded sportsbook shows great potential to attract the female audience. <\/p>\n<h2>New Partnership, New Possibilities<\/h2>\n<p>Sherman emphasized that brands nowadays should strive to turn awareness into actual conversion, and that&#8217;s what 888 is looking to achieve through its partnership with ABG and SI. Taking into account the latest user demographic data for SI, and looking at <a href=\"https:\/\/www.legitgambling.com\/news\/news-corp-australia-close-to-deal-for-fox-bet-after-matthew-tripp-backing\/\">FoxBet<\/a> as benchmark, Sherman said they&#8217;d focus more on the &#8220;<em>sentimental nostalgia<\/em>&#8221; aspect in promoting a brand-new iGaming platform under the SI brand.<\/p>\n<p>The new partnership with ABG is another feather in the cap of 888, whose relationship with Caesars Interactive Entertainment and the WSOP.com is also going strong. Just a few days ago, WSOP.com launched in Pennsylvania featuring <a href=\"https:\/\/www.top10pokersites.net\/news\/wsop-com-introduces-new-poker-8-platform-in-pennsylvania\">888poker&#8217;s latest software Poker 8<\/a>. The site will also go live in <a href=\"https:\/\/www.legitgambling.com\/us\/states\/michigan\">Michigan<\/a> this year and is also eyeing to expand in <a href=\"https:\/\/www.legitgambling.com\/us\/states\/west-virginia\">West Virginia<\/a> and <a href=\"https:\/\/www.legitgambling.com\/us\/states\/connecticut\">Connecticut<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>888 Holdings, the parent company of 888poker, recently inked a deal with Authentic Brands Group (ABG), owner of the American media company Sports Illustrated (SI). Both companies have embarked on a joint venture to launch SI-branded online sports betting and iGaming products which will be made available to the US market very soon. There&#8217;s a [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,1],"tags":[],"class_list":["post-11757","post","type-post","status-publish","format-standard","hentry","category-poker","category-usa"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>888 To Benefit From SI&#039;s Appeal To Women &amp; Older Consumers<\/title>\n<meta name=\"description\" content=\"888 Holdings, recently inked a deal with the owner of the Sports Illustrated to launch SI-branded online sports betting in coming months\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.legitgambling.com\/news\/888-to-benefit-from-sports-illustrateds-appeal-to-women-and-older-consumers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"888 To Benefit From SI&#039;s Appeal To Women &amp; 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