December 12 – New York Red Bulls (NYRB) have entered into a ground-breaking 13-year naming rights agreement that will see their home rebranded from Red Bull Arena to Sports Illustrated Stadium, effective immediately.
The deal, signed by SI Tickets, an independent that licenses the Sports Illustrated name from owner Authentic, represents a major milestone for both parties. Financial details remain undisclosed, but the agreement is reportedly valued in the nine-figure range.
The partnership, unveiled on Wednesday morning, is the first stadium naming rights deal in Sports Illustrated’s 70-year history.
The deal goes beyond naming rights, positioning SI Tickets as the club’s Official Fan Experience Partner and Official Ticket Partner for all events at the venue, including New York Red Bulls and Gotham FC matches.
Starting in 2026, SI Tickets will revamp ticketing at the stadium by introducing blockchain-based technology, enabling interactive, secure, and efficient transactions for fans. This move aligns with NYRB’s strategy of modernising its business model to drive attendance and loyalty in an increasingly tech-savvy fanbase.
The deal also underscores the Red Bulls’ approach to leveraging their stadium’s potential as a multi-purpose venue. By partnering with a global sports media brand the club is looking to challenge established sporting franchises in the New York sports market while enhancing revenue streams.
“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.”
Contact the writer of this story, Harry Ewing, at moc.l1747115971labto1747115971ofdlr1747115971owedi1747115971sni@g1747115971niwe.1747115971yrrah1747115971