Sports Illustrated Stages Comeback After Scandal, Layoffs

The iconic sports magazine hosts star-studded Super Bowl party as it rebuilds brand.

Apr. 5, 2026 at 11:09am by Ben Kaplan

Got story updates? Submit your updates here. ›

Sports Illustrated, the iconic sports magazine, hosted a star-studded party at the Cow Palace in San Francisco during Super Bowl LX festivities, featuring appearances by celebrities like Justin Bieber, Kevin Hart, and NFL star Travis Kelce. This event marked the magazine's efforts to rebuild its brand and regain relevance after a period of scandal and layoffs.

Why it matters

Sports Illustrated has long been considered a premier sports media brand, but in recent years it has faced significant challenges, including a high-profile scandal and major staff cuts. The magazine's ability to host a marquee Super Bowl event signals its determination to reclaim its position in the sports media landscape.

The details

The party at the Cow Palace featured the Sports Illustrated logo and models from the magazine's latest swimsuit issue, showcasing the brand's continued focus on its signature content. The event was one of the hottest tickets surrounding Super Bowl LX, indicating the magazine's ability to still draw a high-profile audience despite its recent troubles.

  • The party took place in February 2026, during the events surrounding Super Bowl LX.

The players

Sports Illustrated

A renowned sports media brand that has faced challenges in recent years but is now working to rebuild its reputation and relevance.

Justin Bieber

A popular music artist who attended the Sports Illustrated party during Super Bowl LX festivities.

Kevin Hart

A well-known comedian who also attended the Sports Illustrated party during Super Bowl LX.

Travis Kelce

An NFL star who made an appearance at the Sports Illustrated party during Super Bowl LX.

Got photos? Submit your photos here. ›

The takeaway

Sports Illustrated's ability to host a high-profile event during the Super Bowl festivities suggests the magazine is making strides in rebuilding its brand and regaining its position as a leading voice in sports media, despite the challenges it has faced in recent years.