Sports Illustrated Tickets has expanded its fan experience partnership with the New England Patriots, extending the relationship across Germany, Austria, and Switzerland (DACH).
The company will also become sponsoring partner of the Patriots’ Legendary Tour this year, which will see fan engagement events take place for the NFL team in Germany.
“Taking our Official Fan Experience Partnership with the Patriots into this European region is an important next step for the company,” said David Lane, chief executive of Sports Illustrated Tickets.
“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.”
The expansion marks Sports Illustrated Tickets’ first entry into the DACH region and builds on the relationship established in 2024 with Kraft Sports + Entertainment, which saw the company named the official fan experience sponsor of the New England Patriots, Gillette Stadium and the New England Revolution.
Beginning in June, the Legendary Tour will make stops at sporting and cultural events in Germany, including FIFA World Cup Watch Parties, DTM Norisring, MotoGP Sachsenring, IFAF Flag Football World Championships, and NFL Game Day celebrations surrounding the Patriots’ game in Munich on November 15.
Across the tour, the Patriots will deploy a mobile fan experience unit featuring Sports Illustrated’s covers, editorial storytelling and photography documenting the Patriots’ history.
Sports Illustrated Tickets branding will be integrated throughout the activation, which will also feature Super Bowl ring displays, a Patriots Hall of Fame installation and an interactive quarterback challenge experience.
“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,” said Jeff Deline, chief revenue officer of Kraft Sports + Entertainment.
“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.”