Red Bulls and Sports Illustrated 13-Year Deal with Avalanche

The New York Red Bulls and Sports Illustrated Tickets have teamed up with Avalanche in a 13-year groundbreaking partnership, with a major focus towards blockchain innovation. Under the new partnership, they will rename the Red Bull Arena in Harrison, N.J. to “Sports Illustrated Stadium.”  As 2026 begins, Sports Illustrated Tickets will become the official ticket partners for the events at the stadium, including Red Bulls and Gotham FC matches, concerts, youth events, and more. This is the first time Sports Illustrated has entered a stadium naming rights deal in its 70-year history.

As per the announcement, the main highlight of the partnership is the integration of Avalache blockchain technology into event ticketing and management. Beginning in 2026, all events at Sports Illustrated Stadium will use Sports Illustrated Tickets’ “Box Office” network, based on Avalanche’s blockchain. This comprehensive event management system, created in collaboration with Ava Labs, will make the stadium the first to fully implement blockchain-powered tickets. 

The Avalanche blockchain will enhance the ticketing process by offering secure, efficient, and interactive solutions. Tickets will become dynamic digital assets, unlocking exclusive perks, personalized content, and additional benefits, creating a next-generation experience for fans. This innovative approach sets a new global standard for event management and fan engagement.

David Lane, CEO of Sports Illustrated Tickets, called this partnership a major milestone, aiming to set a global standard for fan engagement through innovative blockchain solutions.  He added, “Through this global partnership and soon-to-be 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, artists, and venues around the world.”

The long-term partnership will enhance fan access with streamlined digital ticketing, exclusive events, and immersive experiences, positioning Sports Illustrated Stadium as a top destination for sports and entertainment. Attendees will also receive a digital Sports Illustrated Fan Cover as a memorable keepsake. Marc de Grandpré, President of the New York Red Bulls, said the partnership with Sports Illustrated Tickets will make Sports Illustrated Stadium a top destination for sports and entertainment while creating great experiences for fans.

In addition, a VIP hospitality area called “Club SI” will bring premium experiences, including live entertainment, food, drinks, and family-friendly packages, making top-tier events more accessible. This partnership will enhance the fan experience at Sports Illustrated Stadium and open doors for future collaborations using blockchain technology.