Supplier of sports data technology solutions and services LSports has announced that it has received an official sports betting license in Colorado, allowing it to offer its products to licensed sportsbook operators in the state.
Expanding Existing Partnership
The 2-year permit issued by the Colorado Division of Gaming signaled the company’s intent to break into the booming sports betting markets in the US and establish a presence as a preferred industry partner and sports data solutions supplier.
Following the sports betting license, LSports entered into a major partnership with Gibraltar-based gambling group 888 Holdings to power with sports data services 888’s recently launched SI Sportsbook in Colorado. 888 and the owner of Sports Illustrated, Authentic Brands Group, launched the new sportsbook brand as part of their exclusive partnership to develop Sports Illustrated online sports betting and gaming products in the US signed earlier this summer.
We are moving forward as planned, within the different states and growing together with our strategic partners. We’ve been going in full force these past few months and are working to push further in the coming years. We are delighted to extend our partnership with 888 to launch our sports betting data services on SI Sportsbook and supporting its market entry.”
Dotan Lazar, CEO and Co-Founder, LSports
The new partnership deal builds on the existing agreement between the LSE-traded gambling group and LSports, under which the technology supplier’s live sports betting data powers the group’s 888sport brand.
We are pleased to expand our global partnership with LSports, utilizing its real-time sports betting data for SI Sportsbook. By combining sports data with our proprietary technology, we have created a first-class betting and gaming experience for sports fans. We look forward to continuing working with LSports in the coming months.”
Yaniv Sherman, SVP and Head of US, 888 Holdings
Building US Presence Brick by Brick
The new agreement with 888 is the latest achievement in the US for LSports as the data technology provider is concentrating its efforts towards breaking into the sports betting scene nationwide and establish a presence as an industry solutions supplier.
In June, the company signed a multi-year agreement to become an Official Data Partner of the American Flag Football League (AFFL) and acquire data distribution rights of the league, including creating new odds. The 5-year strategic partnership, which was the second for LSports in the US, is valued at $6 million.
Prior to the agreement with the AFFL, LSports entered into a similar agreement with the American Ultimate Disc League (AUDL) to acquire exclusive rights for the league’s data distribution, including the responsibility to create and handle odds and other advanced betting solutions for the league. The $3-million agreement marked LSports’ official entry into North American markets.