When Authentic Brands purchased Sports Illustrated back in 2019, it made its intentions clear. The company was going to profit off of SI by using the brand’s identity and imagery wherever it could. Media operations were licensed to The Maven. Authentic Brands would handle the business.
The newest venture is one no former writer could have ever predicted. According to Theme Park Insider, a Sports Illustrated line of hotels and resorts are in development. Authentic Brands is partnering with a group called Storyland Studios on the project.
“Sports Illustrated is known worldwide for its enduring influence in the sports world,” Storyland Studios Founder & Chief Creative Officer Mel McGowan said. “Transforming the brand from page to themed environment, then inviting sports enthusiasts, families, and adults of all ages to immerse themselves in that space, is going to be an incredibly exciting journey.”
The first resort is planned for Punta Cana in the Dominican Republic with another set for Orlando after that.
Storyland wants the resorts to be a destination. The company promises “participatory visitor attractions, high-quality dining, [and] lifestyle and wellness experiences” that celebrate the biggest names and moments in sports.
No formal plans have been announced. All Storyland and Authentic Brands has released is concept art. It is probably safe to assume that any pool at a Sports Illustrated resort would be themed around the brand’s iconic Swimsuit Issue.
