Sports Illustrated Secures 13-Year Naming Rights for Red Bull Arena
Sports Illustrated has entered a 13-year naming rights agreement with Major League Soccer's New York Red Bulls, rebranding Red Bull Arena in Harrison, New Jersey, as Sports Illustrated Stadium. This marks the first instance of the sports media brand attaching its name to a venue since its founding 70 years ago.
The New York Red Bulls announced that starting in 2026, Sports Illustrated will implement its blockchain-based ticketing platform "Box Office" at Sports Illustrated Stadium. Partnering with Ava Labs, this will be the first major venue to utilize blockchain ticketing for all events. The Avalanche blockchain-powered system aims to enhance fan experience by providing secure ticketing, transforming tickets into digital assets, and offering exclusive perks and personalized content.
This partnership enhances the 20,000-capacity stadium's profile while demonstrating Sports Illustrated's commitment to live sports and entertainment. Although financial details are undisclosed, insiders suggest the deal is among the most valuable in MLS history, potentially rivaling arrangements like LAFC's $10 million-a-year contract for BMO Stadium.
Enhancing the Fan Experience
The partnership includes Sports Illustrated Tickets becoming the official ticketing partner for all events at the stadium, covering games for the New York Red Bulls and Gotham FC, concerts, international soccer matches, and more.
Attendees will receive exclusive benefits such as digital Sports Illustrated fan covers and access to a dedicated "Club SI" experience, which has been featured at high-profile events like the Super Bowl and Formula 1 Grand Prix, providing unique hospitality and entertainment opportunities.
This collaboration reflects the growing popularity of soccer in the U.S., particularly with back-to-back FIFA World Cups scheduled to occur on American soil, leading to increased investment and fan engagement.
"North America is where we were founded, and where we are going globally. We think of soccer and the global fan base of tens of millions. 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
The New York Red Bulls view this partnership as a chance to strengthen their brand and expand their fanbase. Marc de Grandpré, President of Red Bulls New York, called the deal a "perfect match" after a lengthy search for an appropriate 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 stated.
The agreement represents a significant moment for Sports Illustrated as it adapts amid industry challenges, including layoffs and ownership changes. Now under Authentic Brands Group and published by Minute Media, Sports Illustrated is exploring new avenues. Launched in 2021, Sports Illustrated Tickets has gained traction as a ticketing marketplace with access to over 50 million sports, theater, and concert tickets.
The collaboration is expected to turn Sports Illustrated Stadium into a central hub for sports and entertainment, with plans for more concerts, international matches, and community events. New signage and branding elements will be installed soon, with the venue's full transformation anticipated by mid-2025.