Coinspeaker Sports Illustrated Signs 13-Year Stadium Deal with New York Red Bulls
Sports Illustrated has signed a 13-year naming rights agreement with Major League Soccer’s New York Red Bulls. The deal has rebranded the Red Bull Arena in Harrison, New Jersey, as Sports Illustrated Stadium, marking the first time the iconic sports media brand has attached its name to a venue in its 70-year history.
According to The New York Red Bulls’ announcement on Wednesday, Sports Illustrated will implement its blockchain-based ticketing platform “Box Office” at Sports Illustrated Stadium starting in 2026. Partnering with Ava Labs, this will make it the first major venue to use blockchain ticketing for all events. The Avalanche blockchain-powered system will offer secure ticketing while transforming tickets into digital assets that provide exclusive perks and personalized content, aiming to enhance the overall fan experience.
The partnership between Sports Illustrated and the New York Red Bulls has ushered in a new era for the 20,000-capacity stadium, while reinforcing Sports Illustrated’s commitment to expanding its footprint in live sports and entertainment. Although financial terms remain undisclosed, industry insiders described the deal as one of the most valuable in MLS history, potentially rivaling top-tier agreements such as LAFC’s $10 million-a-year arrangement for BMO Stadium.
Enhancing the Fan Experience
The partnership goes beyond renaming the stadium. Starting in 2026, Sports Illustrated Tickets will become the official ticketing partner for all events held at the stadium. This includes games for the New York Red Bulls and Gotham FC, as well as concerts, international soccer matches, and other events.
The agreement also includes exclusive perks for attendees, such as digital Sports Illustrated fan covers and a dedicated “Club SI” experience. Club SI has been a signature feature at high-profile events like the Super Bowl and Formula 1 Grand Prix, offering fans unique hospitality and entertainment opportunities.
The decision to partner with an MLS club aligns with soccer’s rising popularity in the United States. With back-to-back FIFA World Cups set to take place on American soil, soccer is experiencing unprecedented investment and fan engagement growth.
“North America is where we were founded, and where we are going globally, we think (of) soccer and, certainly, the global fan base of tens of millions all around the world. This isn’t just another market and another stadium for us. It’s a partnership with Red Bull on a global scale,” said David Lane, CEO of Sports Illustrated Tickets.
A Shared Vision for Growth
On the other hand, the New York Red Bulls see this deal as an opportunity to enhance their brand and grow their fanbase. Marc de Grandpré, President of Red Bulls New York, described the partnership as a “perfect match” after years of searching for the right naming rights partner.
“We’ve been in the market quietly looking for the right partner. It’s taken years to find the perfect match, and this is it,” he said.
The agreement also signifies a pivotal moment for Sports Illustrated as it reinvents itself amid industry challenges. Known for its groundbreaking sports journalism since its inception in 1954, the publication has faced a turbulent period with layoffs and changes in ownership.
Now owned by Authentic Brands Group and published by Minute Media, Sports Illustrated is venturing into new territories. Sports Illustrated Tickets, launched in 2021, has quickly gained traction as a ticketing marketplace with access to over 50 million sports, theater, and concert tickets.
The collaboration is expected to transform Sports Illustrated Stadium into a hub for sports and entertainment, with plans to host more concerts, international matches, and community events.
The company said that new signage and branding elements will be installed in the coming months, and the venue’s full transformation is slated for mid-2025.
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Sports Illustrated Signs 13-Year Stadium Deal with New York Red Bulls