Sports Illustrated Finds New Life After Big Shake‑Ups

Sports Illustrated, once a staple of sports journalism, is showing signs of life again after a tough period.

• Revitalization
  Two years ago, many writers were told their jobs were ending. Now the magazine is hosting big events at venues like the Cow Palace and Quince, where fans can meet celebrities.

• Ownership & Strategy
  The owner of Sports Illustrated is Authentic Brands Group, which bought the magazine for $110 million in 2019 and is working to make it profitable by cutting advertising costs. Authentic says the publication earns most of its money from sources other than print sales—online content and special events.

• Print & Digital
  Print sales have fallen from 3 million a year to about 400,000, yet the website attracts 52 million visitors per month and the brand boasts millions of social‑media followers.

• Brand Extensions
  Authentic is leveraging the brand in several ways: selling replica covers, opening hotel branches in Chicago and Nashville, and planning new editions in France and the U.K.

• New Ventures
  In January, Sports Illustrated launched a free streaming channel called SITV, featuring live shows and archival documentaries. Viewership has grown 60 percent since its launch.

• Ticketing Service
  The company has turned the Sports Illustrated name into a ticketing service, partnering with 13 venues worldwide. They expect this segment to bring in $500 million next year.

• Management Shifts
  Authentic initially hired Arena Group to run the magazine, but that partnership dissolved over fake product reviews and a conflict of interest involving Arena’s owner. Arena ceased payments to Authentic and shut down the print version in March 2024.

Authentic then brought in Minute Media to manage Sports Illustrated again. Minute Media has helped rebuild the staff and improve operations, with editors praising its support and the union representing writers commending its leadership.

• Audience Evolution
  While some view Sports Illustrated as a nostalgic brand for older fans, studies show even Gen Z recognizes the name thanks to its early “Kids” edition. Authentic reports that the audience is getting younger while still respecting long‑time readers.