Sports Illustrated: A New Era of Growth and Innovation
Sports Illustrated, a renowned sports magazine, has undergone a transformation under the ownership of Authentic Brands Group. The company purchased Sports Illustrated in 2019 and has since shifted its focus away from traditional revenue streams like advertising and circulation. This change has led to increased profitability for the magazine, which has been a staple in the sports journalism industry for over seven decades.
Once a monthly magazine that was a go-to source for sports analysis and athlete profiles, Sports Illustrated has adapted to the changing media landscape. With a circulation of 400,000, down from 3 million in 2010, the magazine has embraced digital platforms to reach a wider audience. It boasts 52 million monthly web users and 21 million social media followers, showcasing its continued relevance in the sports media world.
In addition to its digital presence, Sports Illustrated has expanded its brand through various ventures. It has launched international editions in Germany, China, and Mexico, with plans for further expansion. The magazine has also ventured into the streaming space with the launch of SITV, a free ad-supported channel featuring live shows, documentaries, and sports coverage. These initiatives aim to capitalize on the iconic Sports Illustrated name and engage fans across different platforms.
Authentic Brands Group has leveraged the Sports Illustrated brand beyond media by introducing Sports Illustrated Tickets, a ticket marketplace with signage deals at 13 venues worldwide. The company also hosts events like the Super Bowl parties to entertain clients and promote its other businesses. With a focus on brand expansion and diversification, Sports Illustrated has found new avenues for growth under Authentic's ownership.
The partnership between Authentic Brands Group and Sports Illustrated has revitalized the magazine, attracting a younger audience while maintaining loyalty among longtime fans. By embracing digital platforms, launching new initiatives like SITV, and expanding its brand presence globally, Sports Illustrated continues to evolve in the ever-changing media landscape. With a rich history and a commitment to innovation, Sports Illustrated remains a prominent player in the sports media industry.