Red Bulls and Sports Illustrated Team Up for Historic Stadium Naming Partnership

In a significant development for both the New York Red Bulls and Sports Illustrated, the two iconic brands have forged a landmark 13-year partnership that will see the Red Bulls' home ground in Harrison, N.J., officially renamed Sports Illustrated Stadium. This partnership, announced Wednesday morning, marks a historic milestone, as it is the first stadium naming rights deal in Sports Illustrated's 70-year history. The announcement comes as both parties are keen to enhance the stadium experience and boost attendance in an increasingly competitive New York market. "We've been in the market quietly looking for the right partner," said Red Bulls New York President Marc de Grandpré. He emphasized that the journey to find the perfect match has taken years, and this partnership represents that culmination. While the financial terms of the agreement remain undisclosed, sources suggest it is a "nine-figure deal," potentially ranking among the top three most lucrative stadium naming rights deals in Major League Soccer (MLS) history. For context, the record was set earlier this year when LAFC secured a $10 million annual deal for BMO Stadium. As the rebranding takes place, the familiar Red Bull Arena signage will gradually be replaced, with new branding expected to be displayed by mid-March. Additionally, the digital presence of the old name will be removed immediately, marking a swift transition to the new identity. For Sports Illustrated, this partnership goes beyond mere branding; it signifies a strategic move to intertwine the company’s legacy with the growing popularity of soccer in the United States. "We looked at a lot of different opportunities for naming rights, and for 70 years, to have a moment where it's the family of Sports Illustrated companies coming together, that was what we needed," said Sports Illustrated Tickets CEO David Lane. The deal encompasses a variety of features aimed at transforming the fan experience. Sports Illustrated Tickets will serve as the "official ticketing partner" for all events at the stadium starting in 2026, introducing innovative blockchain technology for ticketing. Furthermore, the company will act as the "official fan experience partner," offering unique entertainment options, including a digital Sports Illustrated Fan Cover experience, and a new 1,000-person Club SI that has been a hit at high-profile events such as the Super Bowl and Formula 1 Grand Prix. The investment in a soccer-specific stadium reflects Sports Illustrated's recognition of the sport's burgeoning popularity in the U.S., especially in light of the upcoming back-to-back FIFA World Cups. Lane highlighted that soccer's global fan base and its growing stature in North America align perfectly with Sports Illustrated's vision of expanding its reach. The collaboration promises a "programming evolution," according to de Grandpré, who envisions not only soccer matches but also concerts and diverse sporting events, all aimed at drawing larger crowds and converting them into dedicated soccer fans. "How can we grow our brand, our audience, and make sure we're constantly getting more people through our doors and delivering a good product and a championship team?" he asked, emphasizing the broader ambition to elevate MLS into conversations alongside other major American sports leagues. As the Red Bulls and Sports Illustrated embark on this transformative partnership, the landscape of soccer in the New York area and beyond is poised for noteworthy changes. Fans can expect an enhanced experience that not only celebrates the sport but also fosters a deeper community connection, ultimately aiming to elevate soccer's profile in the United States.