Sports Illustrated Secures 13-Year Naming Rights for New York Red Bulls Stadium

The iconic brand's ticketing division will also become the exclusive ticketing partner for the venue starting in 2026.

The New York Red Bulls' 25,000-seat stadium in Harrison, New Jersey, will be renamed Sports Illustrated Stadium under a 13-year, over $100 million naming rights deal.
The agreement was made with Sports Illustrated Tickets, a division of the brand that operates independently of the magazine's editorial operations.
Starting in 2026, the stadium will adopt blockchain-based ticketing for all events, aiming to enhance fan engagement with digital assets and exclusive benefits.
The venue will expand its use beyond soccer, hosting concerts, international matches, and other events, with plans to elevate the overall fan experience through initiatives like a 'Club SI' suite and digital fan covers.
The deal represents a broader effort by Sports Illustrated's owner, Authentic Brands Group, to leverage the brand's legacy and diversify its business into live events and ticketing.