The Club is delighted to announce a 12-year Official Fan Experience partnership with Sports Illustrated Tickets.
As part of the agreement, Sports Illustrated, the storied sports media brand, will become an inaugural member of The Collective - our new sponsorship programme designed to deliver bespoke activations to every stand at Tottenham Hotspur Stadium.
Through this first-of-its-kind collaboration, Sports Illustrated will bring its celebrated heritage to the Stadium’s East Stand, creating an immersive hub that showcases Tottenham Hotspur’s rich history, the passion of its supporters and unforgettable moments from across the sporting world.
This includes the launch of 'Defining Moments' in the coming months - a curated storytelling experience that draws on years of Sports Illustrated’s award-winning covers, stories, photography, and more.
Located throughout the East Stand in both premium and general admission areas, the experience will feature dynamic displays, wallscapes, portraits, and interactive exhibits, enabling fans to relive iconic moments from the Club’s history as well as from the wider world of sport.
Each ‘Defining Moments’ installation will be equipped with a QR code, enabling fans to unlock exclusive digital content, behind-the-scenes stories, and special rewards via their mobile devices. Fans will also have the opportunity to receive custom magazine covers and special offers through the partnership.
In addition, a 3,000-capacity Club SI will debut in the stadium’s East Premium area, enhancing the hospitality experience while injecting interactive Sports Illustrated content and experiences. The premium Lower East Side bar will also be reimagined and rebranded as The Cover Club - a nod to Sports Illustrated’s celebrated cover archive, long regarded as the gold standard in sports photography and storytelling. Featuring visually striking, SI-inspired design elements, the space will provide a one-of-a-kind environment that blends sport, culture, and hospitality.
David Lane, CEO of Sports Illustrated Tickets said: “This partnership with Spurs is among the most significant milestones for Sports Illustrated Tickets to date. Since 1882, Tottenham Hotspur has been one of the most storied clubs in the world, and its passionate fans and world-class stadium align perfectly with Sports Illustrated Tickets as we continue to expand globally. Together, we’re excited to offer Spurs fans an enhanced experience that honors the Club’s heritage as only a Sports Illustrated company can. We’re thrilled to debut as the first member of The Collective and to help shape a new era for sports partnerships.”
Ryan Norys, Chief Revenue Officer, Tottenham Hotspur, said: “Partnering with Sports Illustrated Tickets is an incredible opportunity to bring the passion, energy, and stories that make this Club so special to life in new and engaging ways for fans across the globe and in the stadium on matchdays.”