Sports Illustrated Tickets (SIT) has continued its NFL sponsorship push, adding the Jacksonville Jaguars franchise to its ever-expanding roster of commercial partners from the high-profile competition.
Through this new agreement, SIT will serve as the official fan experience partner of the Jaguars in the UK market, supporting the franchise across its pair of 2026 season international games in that market with co-branded activations and fan engagement activities.
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SIT will offer two fan engagement ticket packages around the game, featuring pre-match tunnel access, behind-the-scenes insight, customized Sports Illustrated-themed merchandise, and more.
Speaking on the deal, Jaguars vice president for corporate partnerships and development Matthew Rickoff said: “We’re always looking for innovative ways to provide our fanbase with unique opportunities and entertaining experiences, whether in Jacksonville or London.
“Through our partnership with Sports Illustrated Tickets, Jaguars fans will have access to best-in-class moments that can be cherished long after the 4th quarter ends.”
The team’s two international games in London, UK, this season will take place on October 11 (against the Philadelphia Eagles) and October 18 (facing the Houston Texans).
The first of those two games will take place at the Tottenham Hotspur Stadium, where SIT is already the fan experience partner and primary sponsor of the East Stand (courtesy of a 12-year partnership with Tottenham Hotspur), creating a synergy where prominent branding presence and activation materials are already in place.
David Lane, the chief executive of SIT, added: “Jacksonville has built an incredible connection with fans in the UK, and we’re excited to be part of that tradition.
“The 2026 NFL London Games give us an opportunity to bring the storytelling and energy of Sports Illustrated to life for Jaguars faithful in a market with such a strong connection to the team. We’re looking forward to creating authentic experiences that extend beyond the game itself.”
SIT is already an officially licensed NFL ticket vendor through the league’s “open” ticketing system, NFL Ticket HQ.
Recently, it also became the official fan experience partner of the NFL in the UK and will activate alongside the league to help promote its trio of annual international games in London, UK.
In combining that remit, its positioning at Tottenham Hotspur Stadium, and now the Jaguars partnership, SIT can capitalize on synergies across its commercial agreements. SIT is continually growing its presence alongside the NFL in one of the league’s strongest overseas markets.
In terms of the UK market, the brand has worked to establish itself in the territory over the past year, signing multiple sponsorship agreements, including the aforementioned 12-year Tottenham Hotspur partnership, a similar 12-year deal with Premier League rivals Aston Villa, and a further commercial agreement with Villa’s local rivals Birmingham City.
The Jaguars are the seventh NFL franchise to partner with SIT, following the Atlanta Falcons, New England Patriots, Pittsburgh Steelers, Cincinnati Bengals, Washington Commanders, and, most recently, the Tampa Bay Buccaneers.
