🏟️ Sports Illustrated's First Foray Into Stadium Naming Rights and Blockchain Ticketing
Partnership with New York Red Bulls could be a game-changer for several reasons.
The New York Red Bulls have unveiled a unique 13-year (why unlucky 13? 🤔) partnership with Sports Illustrated Tickets, rebranding Red Bull Arena in Harrison, New Jersey, as Sports Illustrated Stadium. This marks a significant milestone for SI as the struggling brand ventures into stadium naming rights for the first time in its storied history.
But what stood out to us even more than the standard naming rights fare, was some news buried in paragraph EIGHT of their official news release: "Starting with the 2026 season, Sports Illustrated Tickets’ primary blockchain event ticketing platform “Box Office” will power all events at Sports Illustrated Stadium. Box Office is a complete, end-to-end event management ticketing solution used by venues and events around the world. With its blockchain partner Ava Labs, Sports Illustrated Tickets will set a global precedent, making Sports Illustrated Stadium the first major 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 truly next-generation event experience."
This is a fascinating evolution for a legacy media brand. Historically known for its storytelling and coverage of sports culture, SI is now actively embedding itself into the live event ecosystem. The shift also reflects a broader trend where established brands can leverage their cultural cachet and audience trust to diversify revenue streams and create new touchpoints for fan engagement.
SI's goal is to connect fans’ emotional loyalty to the magazine with the tangible experience of attending live events. The transition is particularly significant in an era where digital platforms and ticketing innovations dominate how fans interact with sports and entertainment.
Some benefits for SI:
Audience Integration
The brand can leverage its existing readership and digital presence to cross-promote live events and ticketing offerings, effectively unifying content and commerce.
Data and Insights
By entering the ticketing space, Sports Illustrated gains access to valuable consumer behavior data, which can inform both its media and live event strategies.
Brand Differentiation
Associating with a physical venue solidifies Sports Illustrated as more than a publisher—it becomes a partner in delivering premium experiences.
For venues, the partnership highlights a growing trend of seeking non-traditional corporate collaborators. A legacy brand like Sports Illustrated has the potential to enhance the identity and marketability of a stadium.
The move underscores the convergence of media, technology, and live entertainment. SI is showing how legacy brands can adapt to new market realities by leaning into their historical strengths while embracing innovation. For other venues and partners, it’s a case study in how cultural equity can translate into real-world fan experiences.
More Info:
Red Bulls Communications
