FOXBOROUGH, Mass. (June 17, 2026) – Sports Illustrated Tickets today announced an expansion of its Official Fan Experience Partnership with the New England Patriots, under the new international rights package, extending the relationship across Germany, Austria and Switzerland (DACH) and becoming sponsoring partner of the Patriots' newly launched 2026 Legendary Tour.
The expansion marks Sports Illustrated Tickets' first entry into the DACH region and builds on the multi-year relationship established in 2024 between Sports Illustrated Tickets and Kraft Sports + Entertainment, which named the company the Official Fan Experience Sponsor of the New England Patriots, Gillette Stadium and the New England Revolution.
“Taking our Official Fan Experience Partnership with the Patriots into this European region is an important next step for the company,” said David Lane, CEO, 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 Patriots' 2026 Legendary Tour is a five-month fan engagement initiative designed to bring the franchise's history, traditions and championship legacy directly to fans across Germany in advance of the team's Nov. 15, 2026 regular-season matchup against the Detroit Lions at Allianz Arena in Munich.
Beginning in June, the Legendary Tour will make stops at some of Germany's premier sporting and cultural events, including FIFA World Cup Watch Parties (Berlin, June 19-21), DTM Norisring (Nuremberg, July 3-5), MotoGP Sachsenring (Hohenstein-Ernstthal, July 10-12), IFAF Flag Football World Championships (Düsseldorf, Aug. 16-18), DTM Hockenheimring (Hockenheim, Oct. 9-11), and NFL Game Day festivities surrounding New England's Week 10 matchup in Munich (Nov. 13-15).
"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."
Across the tour, the Patriots will deploy a mobile fan experience unit featuring Sports Illustrated's iconic covers, editorial storytelling and photography chronicling the franchise's rise from its early years through six Super Bowl championships and its emergence as one of the NFL's most recognized global brands. 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.
Additionally, Sports Illustrated Tickets will bring its Sports Illustrated Fan Cover activation to each tour stop, giving fans the opportunity to become the centerpiece of a custom SI-style cover produced on-site as part of an immersive, shareable experience. The SI Fan Cover platform has been featured at Patriots home games over the past two seasons and will enter its third season this fall.
For more than two decades, the Patriots have invested in cultivating relationships with fans throughout Germany, building one of the NFL's most passionate and loyal international fan communities. The Legendary Tour represents the club's most expansive fan engagement initiative in the country to date.
Through the expanded relationship, Sports Illustrated Tickets will help bring Patriots fans throughout Germany, Austria and Switzerland closer to the team through immersive experiences, memorable activations and unique storytelling opportunities at some of the region's premier sporting and cultural events.
About Sports Illustrated Tickets
Sports Illustrated Tickets, part of the Sports Illustrated family of companies, is a leading live events marketplace. Its diverse portfolio includes a global secondary market with more than $2.5 billion in inventory and over 50 million tickets across sports, concerts and theater; a best-in-class primary blockchain ticketing platform that manages venues and events; and, through acquisition, North America’s largest ticket asset trader, leveraging 20 years of proprietary data to help partners buy and sell inventory across the world’s top marketplaces. Together with one of the most iconic and trusted brands in sports, these capabilities enhance the fan experience and create an unparalleled, rapidly accelerating competitive advantage.