Tottenham Hotspur has announced a wide-ranging deal with Sports Illustrated Tickets, with the company to receive significant branding rights in the East Stand of the Premier League club’s stadium.
The 12-year deal names Sports Illustrated as the inaugural member of The Collective, Tottenham’s new sponsorship programme which is designed to deliver “bespoke activations” to every stand at Tottenham Hotspur Stadium.
Sports Illustrated will put its name to Club SI, a 3,000-capacity space that will debut in the East Stand that is designed to enhance the hospitality experience for guests. The premium Lower East Side bar will also be reimagined and rebranded as The Cover Club in a nod to Sports Illustrated’s celebrated cover archive.
Sports Illustrated will also create an immersive hub in the East Stand and launch a ‘Defining Moments’ experience in the coming months. The experience will draw on Sports Illustrated’s award-winning covers, stories and photography.
The experience will be located throughout the East Stand in premium and general admission areas, and will feature dynamic displays, wallscapes, portraits and interactive exhibits for Tottenham fans to relive iconic moments from the club’s history and the wider sporting world.
Each ‘Defining Moments’ installation will be equipped with a QR code, enabling fans to unlock exclusive digital content, behind-the-scenes stories and rewards. Fans will also have the opportunity to receive custom magazine covers and special offers through the partnership.
It is unclear whether the agreement will expand to include ticketing services. Tottenham currently has a deal in place with Ticketmaster Sport.
The agreement with Tottenham marks Sports Illustrated Tickets’ latest move into sports sponsorship. Last year, the company acquired naming rights to the home stadium of Major League Soccer’s New York Red Bulls.
The Red Bulls deal also includes digital integrations around the stadium, as well as ticketing services. In recent weeks, Sports Illustrated Tickets has struck fan experience-focused deals with the Washington Commanders and Atlanta Falcons, while it will support the NFL’s upcoming game in Madrid.
Earlier this week, Sports Illustrated Tickets announced that it had secured a $50m (£37m/€43m) credit facility led by Eagle Point Credit Management. The credit facility will fuel several strategic priorities for the company, including expanding its inventory, enhancing customer experience through technology, and deepening partnerships across leagues, teams and venues.
David Lane, chief executive 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 honours 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, Tottenham’s chief revenue officer, 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 match days.”