Sports Illustrated (SI) has been an institutional pillar of sports entertainment for over seventy years. In those seven decades, a great deal has changed in sports entertainment. Sports Illustrated has remained a vital brand by continuously demonstrating a willingness to change and an adeptness at evolving. 

For example, ten years into its run as one of the most successful magazines in the country, SI decided to launch the inaugural ‘Swimsuit Edition’ in 1964. The choice was exceedingly bold, which saw the publication acting in lock-step with the revolutionary counter-culture of the ’60s while simultaneously maximizing profits by showcasing new brands and swimsuit lines. 

In many ways, one could see Sports Illustrated’s most recent venture as the 2024 iteration of such a deal, as the brand has teamed with the New York Red Bulls soccer organization, announcing a landmark thirteen-year partnership between the team and Sports Illustrated Tickets.

The Evolution of Sports Illustrated

Sports Illustrated Tickets is a fan-first, live event ticketing marketplace that is a further example of how SI has evolved over the years. As part of this transformative collaboration with the New York Red Bulls, starting today, the 25,000-person venue outside New York City in Harrison, NJ, previously known as Red Bull Arena, will now be called “Sports Illustrated Stadium.”

Additionally, in 2026, Sports Illustrated Tickets will become the “Official Ticketing Partner” for all events at Sports Illustrated Stadium. This includes all home matches of the New York Red Bulls and NJ/NY Gotham FC, as well as international soccer games, youth events, concerts, watch parties, and other events held at the stadium.

“Seeing Sports Illustrated Stadium for the first time is truly a historic and awe-inspiring moment,” said David Lane, CEO of Sports Illustrated Tickets. “For seven decades, Sports Illustrated has represented the best in sports and culture. Through this global partnership and iconic venue, we aim to showcase our vast portfolio of media, live event ticketing, hospitality, and fan experiences as we continue to partner with leagues, teams, artists, and venues around the world. Sports Illustrated Stadium is much more than just a venue – it’s a celebration of history, innovation, and the unforgettable experiences that unite us all.”

New York Red Bulls Are Flying High

“We are thrilled to announce a groundbreaking long-term partnership with Sports Illustrated Tickets and the iconic Sports Illustrated brand,” said Marc de Grandpré, President of the New York Red Bulls. “Our shared values and unwavering commitment to delivering an unparalleled guest experience will further cement Sports Illustrated Stadium as a premier destination for sports and entertainment in the metropolitan area. We are truly honored to call Sports Illustrated Stadium the home of Red Bull New York, and together, we eagerly anticipate creating unforgettable memories for all our fans and guests.”

Sports Illustrated Tickets will also serve as “Official Fan Experience Partner” for the stadium and the New York Red Bulls and bring “Club SI” (its best-in-class hospitality experience, which for years has been the hottest ticket at events around the world, including the Super Bowl, Kentucky Derby and Formula 1) to Sports Illustrated Stadium. 

Pioneering the Next Generation of Sports Entertainment

With its blockchain partner Ava Labs, Sports Illustrated Tickets will set a global precedent, making Sports Illustrated Stadium the first significant venue where all events will be blockchain-based ticketing. This transformative technology will revolutionize the event experience, providing attendees with a secure, interactive, and efficient ticketing solution. 

Beyond seamless access, the Avalanche blockchain will elevate fan engagement by transforming event tickets into dynamic digital assets, offering exclusive perks, personalized content, and more, creating a genuinely next-generation event experience.

This partnership between Sports Illustrated and Red Bull New York can unlock opportunities for both brands across multiple properties.