Red Bulls hit-the-‘bull’s’ eye partnership



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New York Red Bulls stadium naming rights Image: New York Red Bulls

The Major League Soccer (MLS) team New York Red Bulls (US) and the Sports Illustrated Tickets, a fan-first, live event ticketing marketplace, recently announced a landmark, 13-year partnership.

‘newyorkredbulls.com’ stated that as part of this transformative collaboration the 25,000-person venue just outside New York City in Harrison, New Jersey (US) that was previously known as the Red Bull Arena is now known as the ‘Sports Illustrated Stadium’.

The New York Red Bulls is an American professional soccer club based in the New York Metropolitan area. The Red Bulls compete in Major League Soccer (MLS) as a member of the Eastern Conference.

The New York Red Bulls – also known as the Red Bull New York – offer one of United States premier youth soccer development programs from local soccer partnerships across New York and New Jersey to Regional Development Schools and the Red Bulls Academy teams.

The 25,000-capacity Sports Illustrated Stadium is a soccer-specific stadium in Harrison, New Jersey (US) that is home to the New York Red Bulls of Major League Soccer (MLS) and the NJ/NY Gotham FC of the National Women’s Soccer League (NWSL – a women’s professional soccer league at the top of the United States league system). The Sports Illustrated Stadium is the benchmark in the North American soccer stadium landscape and sets the standard for other venues of its kind across the continent. Its dynamic roof is a curving structure that wraps the entire stadium in an elegant metal shell to create an architectural statement of power and elegance.

The Sports Illustrated Tickets is a fan-first, primary and secondary ticketing marketplace with more than $2 billion in inventory and 50 million sports, concerts and theater tickets to events around the world. The Sports Illustrated Tickets’ primary ticketing platform, Box Office, is an innovative event management and blockchain ticketing solution that offers a complete non-fungible token (NFT) ticket solution for free and paid events of any size with visibility and adjacency to traditional, non-NFT tickets alongside the biggest events around the world.

‘newyorkredbulls.com’ further stated that in addition, Sports Illustrated Tickets will take over as the ‘Official Ticketing Partner’ for all events at the Sports Illustrated Stadium beginning in 2026. This includes all New York Red Bulls and NJ/NY Gotham FC home matches as well as all international soccer games, youth events, concerts, watch parties, and other events held at the stadium. This marks the first stadium naming rights partnership in Sports Illustrated’s 70-year history and will serve as a showcase for this storied, iconic brand which aims to set a new standard for fan engagement through blockchain ticketing – improving the fan experience and helping to grow the Red Bulls fan base in an authentic way that only Sports Illustrated can.

Said David Lane, head honcho of Sports Illustrated Tickets, “Seeing the Sports Illustrated Stadium for the first time is truly an historic and awe-inspiring moment. For seven decades, Sports Illustrated has represented the best in sports and culture. Through this global partnership and iconic venue we aim to showcase our vast portfolio of media, live event ticketing, hospitality, and fan experiences as we continue to partner with leagues, teams, artistes, and venues around the world. The Sports Illustrated Stadium is much more than just a venue – it’s a celebration of history, innovation and the unforgettable experiences that unite us all.”

The long-term pact will offer the fans unprecedented access, from simplified and turnkey digital ticketing solutions to exclusive events and immersive opportunities, marking a new era for the Sports Illustrated Stadium as a premier destination for live sports and entertainment in the tri-State region. Sports Illustrated Tickets plans to integrate its popular digital Sports Illustrated Fan Cover experience at all the stadium events ensuring all attendees leave the venue with a keepsake to relive the moment and share with family and friends.

Enthused Marc de Grandpré, President, New York Red Bulls, “We are thrilled to announce a groundbreaking long-term partnership with Sports Illustrated Tickets and the iconic Sports Illustrated brand. Our shared values and unwavering commitment to delivering an unparalleled guest experience will further cement the Sports Illustrated Stadium as a premier destination for sports and entertainment in the Metropolitan area. We are truly honored to call the Sports Illustrated Stadium the home of the Red Bull New York, and together, we eagerly anticipate creating unforgettable memories for all our fans and guests.”

The Sports Illustrated Tickets will also serve as the ‘Official Fan Experience Partner’ for the stadium and the New York Red Bulls and bring ‘Club SI’ – its best-in-class hospitality experience which for years has been the hottest ticket at events around the world including the Super Bowl (the annual league championship game of the National Football League [NFL]), Kentucky Derby (an American Grade I stakes race run) and Formula 1 (the highest class of international racing for open-wheel single-seater formula racing cars) – to the Sports Illustrated Stadium. The Club SI will deliver VIP access, food, beverages, live entertainment, and affordable packages for fans and families to enjoy a premium experience that previously may have been out of reach.

Starting with the 2026 season, the Sports Illustrated Tickets’ primary blockchain event ticketing platform ‘Box Office’ will power all events at the Sports Illustrated Stadium. The Box Office is a complete, end-to-end event management ticketing solution used by the venues and events around the world. With its blockchain partner Ava Labs, the Sports Illustrated Tickets will set a global precedent making the Sports Illustrated Stadium the first major venue where all events will be blockchain-based ticketing. This transformative technology will revolutionize the event experience providing the attendees with a secure, interactive and efficient ticketing solution. Beyond seamless access, the Avalanche blockchain will elevate fan engagement by transforming the event tickets into dynamic digital assets offering exclusive perks, personalized content and more and creating a truly next-generation event experience.

This partnership between Sports Illustrated and the Red Bull New York can unlock opportunities for both brands across multiple properties.

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