The company provides online sports betting, predominantly in European markets.

[1] 888sport began to get involved in sports sponsorship in 2010, starting with a sponsored stand at Fontwell Park Racecourse.

[2] Former Spanish national team footballer Santiago Cañizares joined 888sport in 2011 as European brand ambassador,[3] in 2012, English former professional footballer Ian Wright as pundit during The Euros,[4] and Channel 4 Racing presenter Emma Spencer joined in 2014 as horse racing expert.

[10] In March 2019, 888 paid £15 million for Dublin-based Dedsert Ltd, which provided the sportsbook platform for UK-licensed bookmaker BetBright.

[citation needed] 888 CEO Itai Pazner said the acquisition “gives us the missing piece in our proprietary and technology portfolio.”[11] In 2018, 888sport partnered with Caesars Atlantic City Casino to offer online sports betting to residents of New Jersey.