Sports Illustrated Makes a Play to Rename Red Bull Arena

In a landmark move for both sports journalism and event management, the iconic Red Bull Arena in Harrison, New Jersey, will now be known as Sports Illustrated Stadium. This change comes as the New York Red Bulls, the 2024 Eastern Conference Champions of Major League Soccer, have struck a 13-year naming rights agreement with Sports Illustrated Tickets, marking the magazine's inaugural venture into stadium naming rights and bolstering its Ticket sales business component in one shot.

Effective immediately, the 25,000-seat Red Bull Arena, a hub for soccer and other events in the New York metropolitan area, will sport the new title. The deal also appoints Sports Illustrated Tickets as the official ticket provider for the venue starting in the 2026 season, replacing the current provider, Ticketmaster. The arrangement covers not just soccer matches, including those of National Women’s Soccer League’s NJ/NY Gotham FC and international teams, but also planned concerts and other significant events held at the stadium. It’s not clear whether Concerts are an allowed event at the former Red Bull Arena under a contract between the Red Bull organization and the Town of Harrison.

David Lane, CEO of Sports Illustrated Tickets, expressed his enthusiasm for the partnership, emphasizing the company's commitment to enhancing the fan experience through a blend of media, live events, and hospitality services. Lane stated, "For 70 years, Sports Illustrated has represented the best in sports and culture, through this partnership, we aim to showcase our vast portfolio of media, live events, ticketing, hospitality, and fan experiences."

Broader Business Expansion

This strategic move is seen as a significant step for Sports Illustrated in its broader business expansion, particularly into ticketing—a venture it started in June 2021 amid a challenging financial landscape for the magazine. Owned by Authentic Brands Group and published by Minute Media, Sports Illustrated has faced its share of hurdles, including mass layoffs and ownership changes, reflecting the tumultuous nature of the print media industry. However, the brand has been pivoting towards digital and experiential offerings, with Sports Illustrated Tickets now boasting over $2.5 billion in ticket inventory and providing access to over 50 million tickets for sports, theater, and concerts.

Does The Town of Harrison Get Benefit From Naming Rights

The financial details of the naming rights transaction were not disclosed, raising questions about the benefits for the Town of Harrison, where the stadium is a prominent landmark. Typically, such agreements involve significant financial exchanges, and the implications for local stakeholders remain a point of interest, particularly regarding whether residents will see any direct benefits from this lucrative deal. Residents currently have issues with traffic on game days and access to their homes and apartments. The Harrison Police Department has mitigated some of the issues surrounding the now Sports Illustrated Stadium (formerly Red Bull Arena) but each year the number of events at the venue has increased.  Of particular concern to residents is the International Games which bring rowdy fans into the neighborhood and disturbances between rival fans. 

As part of the fan engagement strategy, attendees of events at the newly named Sports Illustrated Stadium will receive a digital Sports Illustrated fan cover, adding a unique touch to their experience and potentially boosting the visibility of Sports Illustrated's ticketing service, which is still in its nascent stages compared to more established players like Ticketmaster.

"Sports Illustrated Stadium is much more than just a sports and concert venue—it's a celebration of history, innovation, and the unforgettable experiences that unite us all," added Lane, underscoring the aspirational goals of the partnership.

The Black Cloud Over Harrison

It is not known whether Sports Illustrated management knows about the Environmental Protection Agency’s (EPA) plan to place an Open-Air Toxic Dioxin Sludge plant and a staging area at the PSE&G plant located two blocks west of the Red Bull Arena, now The Sports Illustrated Stadium. The EPA has stated that it will use the property for 10 to 20 years based on statements made by EPA officials at different times. Harrison’s Mayor James Fife and Councilman⁺James Doran support EPA’s plan to bring Dioxin Laden Toxic Sludge a by-product of Agent Orange on land at the PSE&G property in an open pit Toxic Sludge Plant and a staging facility with fill and other materials.  The PSE&G property was supposed to be a Green Space / Park, a Community Center, and a Turn-Around / Drop Off Area for the PATH Station and Community Center.

As the stadium transitions to its new identity, both the New York Red Bulls and Sports Illustrated are poised to usher in a new era of sports entertainment, blending traditional media presence with modern digital and experiential strategies. This move could very well redefine the landscape of sports marketing and fan engagement in the coming years.

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