Sports Illustrated have signed a long-term deal with Tottenham Hotspur.
The removal of Daniel Levy appears, like the removal of most blockages in business, to have triggered a series of moves that are likely to have given fans a welcome surprise.
Operating primarily from the East Stand, the magazine pioneer has been forced to diversify over time, but remains a cultural touchstone for sports fans, though its influence has waned in the digital era. The Stadium Business says:
“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.”
Sports Illustrated Tickets has signed a groundbreaking 12-year partnership with Tottenham Hotspur to become the club’s Official Fan Experience Partner. Announced on September 25, 2025, this deal marks Sports Illustrated as the inaugural member of Tottenham’s new sponsorship program, The Collective, which aims to deliver tailored fan experiences across each stand at Tottenham Hotspur Stadium. Key highlights include:
Defining Moments Exhibition: A curated display in the East Stand featuring iconic Sports Illustrated covers, photography, and Tottenham’s history through interactive wallscapes and portraits.
Club SI: A new premium hospitality space with 3,000 seats, integrating Sports Illustrated’s interactive activations.
The Cover Club: A redesigned bar in the Lower East Side of the stadium, blending Sports Illustrated’s visual heritage with Tottenham’s culture.
This partnership aims to enhance fan engagement through immersive digital content and reimagined hospitality spaces, leveraging Sports Illustrated’s storied media brand and Tottenham’s passionate fanbase. It also includes marketing rights across Tottenham’s men’s and women’s teams, the stadium, and the F1 Drive – London experience.
All very smart and very much on brand for both parties. What I would say is that since the departure of Levy, I certainly view these commercial deals with much less suspicion.