Sports Illustrated and Dugout partner to deliver premium soccer video


Maven, the publisher of Sports Illustrated, and Dugout have announced a strategic content partnership.

The partnership will offer soccer fans in the US and Canada an entirely new way to view and experience unique, compelling and behind-the-scenes premium video content from more than 100 of the world’s leading soccer clubs, national football federations and leagues.

Dugout US entry

The landmark partnership is Dugout’s first entry into the US market. It will significantly strengthen SI’s soccer coverage, which previously focused on text-based content.

The partnership allows both companies to reach more consumers across the Americas; in a way that matters most to soccer fans. This means it’s video-focused, team-specific and delivered on mobile.

As the most iconic name in sports journalism, Sports Illustrated will now have access to Dugout’s unrivalled library of archive and behind-the-scenes soccer video content.

Dugout is co-owned by some of the world’s largest soccer clubs; including AC Milan, Arsenal, Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain and Real Madrid.

It distributes more than 2,500 brand-safe, professional videos a month. It had more than 1.84 billion views in 2019 across and its network of more than 85 publishers globally.

Sports journalism

“For more than 65 years, Sports Illustrated has delivered best-in-class sports journalism and we are thrilled to partner with such an iconic U.S. publication that is steeped in great history and tradition,” said Elliot Richardson, Co-Founder and Chairman of Dugout.

“Our new collaboration means we will work closely to deliver our premium soccer content to their huge online audience.

“We have seen our monthly video views grow to 400 million so far this year and as we aim to take this towards one billion across all markets, this strategic partnership in one of the most important markets is very complementary as we expand our brand globally.”

Sports Illustrated continues its renaissance under Maven; improving and broadening its content offerings, the consumer experience and coverage of local sports franchises.

Year-over-year traffic is up 60%.

“We are thrilled to join forces with Dugout to offer soccer fans across North America compelling and robust video experiences from the biggest Clubs and players in the world,” said Ross Levinsohn, CEO of Sports Illustrated Media.

“We continue to strive to offer consumers and marketers unique, premium content in dynamic ways.”