888sport is a multinational online bookmaker headquartered in Gibraltar. It was founded in 2008 and is a subsidiary of 888 Holdings plc. The company provides online sports betting, predominantly in European markets.
888sport was launched in March 2008. The site offers betting on events in horse racing, football, basketball, tennis, golf, rugby and other sports, in addition to access to other entertainment sites under the 888 brand. Customers’ main options are traditional pre-event bets, both singles and multiples, and live betting, where bets can be placed on in-game action.
888sport was launched as the dedicated sports arm of 888 Holdings in March 2008, and as part of 888's unified entertainment offering of online sports betting, casino, poker, and bingo. 888sport began to get involved in sports sponsorship in 2010, starting with a sponsored stand at Fontwell Park Racecourse.
Former Spanish national team footballer Santiago Cañizares joined 888sport in 2011 as European brand ambassador, in 2012 English former professional footballer Ian Wright as pundit during The Euros, and Channel 4 Racing presenter Emma Spencer joined in 2014 as horse racing expert.
888sport received media coverage for the way it utilised social media prior to and during the fight between George Groves and Carl Froch fight in 2014. The company's humorous tweets resulted in twice as many boxing-related mentions as its nearest rival.
The company has sponsored a number of sporting events including the Giro d'Italia in cycling, the World Grand Prix in Snooker, the Tingle Creek Chase at Sandown Park, the Magnolia Stakes at Kempton Park, the 888sport Charity Sprint at York, and the Sandy Lane Stakes at Haydock Park in horse racing.
888sport has sponsored several sports teams, including Birmingham City F.C., Sevilla FC and the Rødovre Mighty Bulls, and sponsors stands at stadiums including Madejski Stadium (Reading FC), City Ground (Nottingham Forest FC), The Valley (Charlton Athletic FC), Portman Road (Ipswich Town FC), Riverside Stadium (Middlesbrough FC), Turf Moor (Burnley FC) and County Ground (Swindon Town FC).
As well as an international betting website and mobile app, the company has launched localised sites and apps in Spain, Denmark and Italy, with plans to launch in Romania. The company has described itself as 'mobile first', with 29% of UK B2C revenue coming via mobile devices in 2014.
888sport is a member of ESSA, the European betting integrity body.