Sports Illustrated Tickets Expands Patriots Partnership Into Germany, Austria, Switzerland

Sports Illustrated Tickets is expanding its relationship with the New England Patriots, extending its fan experience partnership into Germany, Austria and Switzerland as the NFL franchise continues to grow its presence overseas.

The move marks the company’s first venture into the DACH market and builds on an agreement reached with Kraft Sports + Entertainment in 2024. Under that deal, Sports Illustrated Tickets became the official fan experience sponsor of the New England Patriots, Gillette Stadium and Major League Soccer’s New England Revolution.

As part of the expanded arrangement, Sports Illustrated Tickets will also serve as a sponsoring partner for the Patriots’ Legendary Tour, which is scheduled to bring a series of fan-focused events to Germany throughout the year.

| RELATED: Gotham FC Teams With Sports Illustrated Tickets on Fan Experience, Ticketing Deal | 

David Lane, chief executive officer of Sports Illustrated Tickets, shared, “Taking our Official Fan Experience Partnership with the Patriots into this European region is an important next step for the company.” 

“International NFL fans are deeply connected to the league and we’re proud to bring that history to life through immersive, in person fan experiences as only a Sports Illustrated company can deliver,” Lane said. 

Beginning in June, the Legendary Tour will travel to a number of sporting and cultural events across Germany. Stops on the schedule include FIFA World Cup watch parties, DTM Norisring, MotoGP Sachsenring, the IFAF Flag Football World Championships and celebrations surrounding the Patriots’ November 15 game in Munich.

| RELATED: Sports Illustrated Tickets Partners with NFL for First-Ever Madrid Game |  

The Patriots will bring a mobile fan experience unit to each stop, featuring Sports Illustrated covers alongside editorial content and photography chronicling the history of the six-time Super Bowl champions.

Sports Illustrated Tickets branding will appear throughout the activation. Fans attending the events will also have access to displays featuring Super Bowl championship rings, a Patriots Hall of Fame exhibit and an interactive quarterback challenge.

Kraft Sports + Entertainment chief revenue officer Jeff Deline shared, “Our vision is to create the most widespread and passionate fanbase in the NFL, and the Legendary Tour gives us an exciting opportunity to bring our history, traditions and championship legacy directly to fans across Germany,” Deline said.

“Sports Illustrated Tickets has been an outstanding partner in helping us create memorable fan experiences, and we’re thrilled to expand that relationship as we introduce this new platform to our supporters throughout the region.”