Red Bull Arena becomes Sports Illustrated Stadium

The New York Red Bulls Major League Soccer team has announced Sports Illustrated Tickets as its new stadium sponsor as part of a 13-year deal.

Sports Illustrated Tickets has reportedly paid a nine-figure fee for the rights. The agreement will see the Red Bull Arena officially rebranded as Sports Illustrated Stadium.

Sports Illustrated Tickets will also serve as the official ticketing partner for all events at the 25,000-capacity stadium, beginning in 2026. This will cover all Red Bulls games, all fixtures involving NWSL team NJ/NY Gotham FC, international games, youth events, concerts, watch parties and other events.

The deal breaks new ground for Sports Illustrated, which has never signed a stadium naming-rights agreement in its 70-year history. The Red Bulls said the deal will offer fans simplified and turnkey digital ticketing solutions for exclusive events, as well as other immersive opportunities.

Sports Illustrated Tickets will also integrate its digital Sports Illustrated Fan Cover experience at all events at the stadium, providing fans with a keepsake they can share with family and friends.

Additionally, Sports Illustrated Tickets will serve as the official fan experience partner for Sports Illustrated Stadium and the Red Bulls, with its Club SI hospitality experience to be rolled out at the venue. Club SI will deliver VIP access, food, beverages, live entertainment and affordable packages for fans to enjoy a premium experience.

From the 2026 season, Sports Illustrated Tickets’ primary blockchain event ticketing platform, Box Office, will power all events at the stadium. Sports Illustrated Tickets will work with its blockchain partner Ava Labs, while the Avalanche blockchain will also transform event tickets into digital assets offering exclusive perks, personalised content and more.

David Lane, chief executive of Sports Illustrated Tickets, said: “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.”

Red Bulls president Marc de Grandpré added: “We are thrilled to announce a groundbreaking long-term partnership with Sports Illustrated Tickets and the iconic Sports Illustrated brand. Our shared values and unwavering commitment to delivering an unparalleled guest experience will further cement Sports Illustrated Stadium as a premier destination for sports and entertainment in the metropolitan area. We are truly honoured to call Sports Illustrated Stadium the home of Red Bull New York, and together, we eagerly anticipate creating unforgettable memories for all our fans and guests.”

Last month, the Red Bulls’ local rival New York City FC announced that its new stadium, which is scheduled to open in 2027, will be known as Etihad Park.

Etihad Airways acquired naming rights to the stadium as part of a 20-year deal, which was facilitated in-house by NYCFC and City Football Group partnership teams.