Sports Illustrated changes game plan with fresh ideas

Sports Illustrated was once the go-to spot for sports fans who loved flipping through glossy pages. But like many old-school media brands, it hit tough times when digital took over. After losing many readers and dealing with messy business changes, the magazine faced a real challenge: how could it stay relevant in a world where people scroll through phones instead of magazines? The big turnaround came when a new owner saw potential in the brand’s strong name. Instead of just selling ads or magazines, they decided to make Sports Illustrated an experience. Now, fans can watch live shows, stream content, or even stay in branded resorts tied to sports events. The magazine’s move away from print shows how even classic brands must change to survive.One big win was growing its online audience. Over 50 million people visit its website each month, and millions more follow it on social media. Younger fans might not read print, but they still know the brand. That’s why Sports Illustrated is focusing on digital content—like a free streaming channel with live shows and classic games. It’s also selling tickets to big events, making it easier for fans to attend games in person. But the road wasn’t easy. A past partnership went wrong, leading to fake stories and lost trust. The brand had to clean up its mess, rehire workers, and take legal action to fix its reputation. Now, with a new team in place, Sports Illustrated is trying to grow without repeating old mistakes. Some people worry the brand is stuck in the past, just appealing to older fans. But younger audiences still recognize it, thanks to spin-offs like a kids’ version. Maybe the lesson is simple: stay flexible and don’t rely too much on old ways.