Client: Sports Illustrated Stadium (Home of the New York Red Bulls, MLS)
Project Partner: BluEdge
Interviewee: Greg Grasso, Senior Account Director, BluEdge
Conducted by: Desiree Olivera Medina
Greg Grasso:
This was the first year the Red Bulls worked with Sports Illustrated as a title sponsor. So while we’ve done work at the stadium before, this time it was different—there was a whole new visual language and emotional legacy to translate into the built environment. Sports Illustrated is nostalgic for a lot of us—it used to be the weekly source for sports stories. The challenge was figuring out how to bring that feeling into a modern, immersive fan experience.
Greg Grasso:
We executed 97 unique components for the rebrand this year. Some were single elements, and others included quantities of 20, 50, even 75. Just to give you a sense:
75 framed Sports Illustrated covers were installed throughout the stadium—including large-scale murals in premium spaces and mini gallery-style moments for fans.
Textile wallpapers were used in high-traffic areas—uncommon in stadium settings—but it looked so good Sports Illustrated didn’t mind if they had to reprint every year.
I-beam mesh banners, window perf films, dimensional signage, and branded vendor carts helped carry the identity throughout concourses and suites.
Photo walls and Instagrammable moments turned fans into the stars—literally, with a mock magazine cover wall that became a go-to stop for selfies.
Frosted and perforated window graphics created branded visual moments that were both beautiful and functional, offering privacy for lounges while allowing guests to see out.
Vinyl wraps for tables, refreshment zones, and food vendors, including Heineken areas and the Crossbar bar.
Greg Grasso:
The Sports Illustrated covers were a highlight—75 different ones featuring iconic athletes like Tiger Woods. The day before opening, the client called asking if we could add UPC codes to each one. They loved the covers so much they wanted fans to be able to buy them. So we printed and installed 75 more labels—each with a scan-to-shop code that linked to their store.
Another interesting moment: we wrapped one of the building’s largest exterior windows the day before opening, using a 90-foot crane. That type of install requires precision—geometry, alignment, visibility from the street. Not easy, but we got it done.
Greg Grasso:
We used wallpaper in a public area, which is almost never done in stadiums—usually it's decals or vinyl. But the Sports Illustrated brand called for something higher-end. They said, “Even if it only lasts a year, it’s worth it for the look.”
Our team also provided structural solutions, like mesh banners for the I-beams, and dimensional letters for branded bar areas. That added real depth to the environment. And the window graphics—frosted and perforated—balanced beauty and functionality, maintaining privacy inside the lounges while creating eye-catching brand moments from outside.
Greg Grasso:
We’ve worked with the stadium for years, but this was our biggest project yet. Roughly 80% of the stadium’s graphics were handled by us. We coordinated install logistics, handled production, and even managed partnerships for specialized pieces.
Everything from wall wraps and concourse graphics to mesh signage, dimensional logos, food cart branding, and even some of the tables—our work is everywhere you look.
Greg Grasso:
Be flexible and fast. Between last-minute change requests, game-day restrictions, and brand standards, you’ve got to move quickly and make it look perfect. We’re proud that we pulled it off without interrupting stadium operations—and in a way that honored both the Red Bulls and the Sports Illustrated legacy.
And document everything! This project helped us strengthen our sports portfolio, and that’s something we’re building on for future stadium and arena work.
Greg Grasso:
This wasn’t just another branding job. It was about giving fans a new sense of place, making the Sports Illustrated Stadium feel both fresh and iconic. That’s what BluEdge does best—take a vision and turn it into a tactile, unforgettable experience.