Award-winning American sports magazine, Sports Illustrated, have been providing expert analysis, sports news, highlights, scores, and stats, for the NBA, NFL, NHL, MLB, college football, soccer, and more since, 1954. However, in the past couple of years, their online popularity has experienced a downward turn and so they hope to engage younger sports fans by offering sports betting.

Sports Illustrated owners, Authentic Brands Group, plan to partner with a sports betting operator and have already commenced talks with some potential operators with the intention of securing a deal by the year’s end. The partnership will be called SI Bets, with Jaimie Salter, CEO of Authentic Brands, heading the search to find a reputable big name operator that will engage the new generation of sporting enthusiasts.

A decline in their revenue is the reason for their, some would say, belated move into the sports betting industry. Although the publication still has a profit of in excess of $100M per annum, this is afar cry from their usual figures of around $250M.

SI, the official name of the sportsbook, is already established in the United States and intend to promote on their online site.