The English football club, Tottenham Hotspur, have signed a landmark 12-year partnership with Sports Illustrated Tickets, appointing the U.S.-based ticketing and fan engagement company as the club’s official fan experience partner.
The deal positions the U.S.-based ticketing company as the inaugural member of The Collective, Tottenham’s new premium sponsorship tier, and stands among the longest commercial agreements in the club’s history.
The collaboration sees Sports Illustrated’s iconic storytelling and heritage integrated throughout Tottenham Hotspur Stadium. Central to the activation are two new spaces: Club SI, a 3,000-capacity premium hospitality area in the East Stand, and The Cover Club, a reimagined bar inspired by Sports Illustrated’s legendary cover archive.
Fans will also encounter “Defining Moments” displays across both premium and general admission zones, featuring classic Sports Illustrated photography and historic covers. Interactive features such as QR codes will unlock exclusive digital content, rewards, and behind-the-scenes stories, further enriching the matchday experience.
Commenting on the occasion, David Lane, CEO of Sports Illustrated Tickets, said, “This partnership with the 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, added, “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.”
The agreement extends across Tottenham’s men’s and women’s teams, while also covering the diverse schedule of events hosted at the stadium, including NFL fixtures, concerts, and other global sporting spectacles.
The American ticketing firm, which recently secured a $50 million credit facility to fuel its growth, views the long-term partnership as a strategic entry point into European football. For Tottenham, the 12-year commitment represents a bold step in redefining stadium hospitality and deepening engagement with its global fan base.