The industry consensus is that Sports Illustrated is not what it once was: the connective tissue of all sports, not just for its fans but also for the media and marketing companies that coexist with the industry. Anyway, what is the printed title? None of that was the case for the 175 or so SI alumni who packed into a Midtown bar from 15 states on a night in early May. It was an SI reunion to commemorate those days, marvel at the magnitude of change, and recapture some of what they all called arguably the most important years of their working lives.
“that It was difficult to finish the conversation that night.” Merrill Squires An SI alumnus from 1986 to 2000, he held positions including sports marketing and Olympic director. “You're going to be talking to someone you haven't seen in five years and be interrupted by a hug from someone you haven't seen in 15 years.”
internal The reunion was an electric and raucous atmosphere, fueled in part by alcohol, but also by a potent blend of testosterone, marketing bravado, and salesmanship. Passion for journalism and sports. And even after decades apart, they were firmly connected and perfectly amplified by a friendship that only required recognition to rekindle. If we could synthesize the emotions there, it could be marketed as a panacea from the fountain of youth. It seemed like just a happy coincidence that SI would be celebrating its 70th anniversary this summer.
“our “The culture back then was like the Yankees.” Tom Booth, served as SI's advertising director from 1992 to 2000. When people ask me today, I tell them SI is still the brand I was most proud to represent. We've all been trying to find that culture again somewhere, but we've never been able to find it. ”
This reunion started, as it often does today, with a conversation on Facebook, but it was undoubtedly sparked by some of the difficulties the owners were having with SI earlier this year. authentic brand group terminated the license agreement with arena group. minute media is the new issuer of SI, with ABG acquiring the stake.
still, Organizers of the reunion insisted that this was a cause for revelry, not a funeral.
“we was unique among all Time Co., Ltd.. “The title, and that feeling, is still with us.” john cooney, worked in sales at SI from 1997 to 2017. We knew how great it was back then, but I feel like everyone appreciates it even more now. ”
Kelis Amen He worked at SI from 1998 to 2014, most recently as Associate Production Director. “We all think there's no other place like it, and that's what we're celebrating,” she said. “It was a smart group of people who were incredibly passionate about the brand and the work they created. I haven't found anything quite like it since.”
echoed Former SI Sports Marketing Director Ed Lynch: “We always worked hard. That created a bond that lasted for decades, and that's what you're seeing here tonight.”
The current SI editor-in-chief is in charge of collaboration with the previous generation. steve cannellawho started out as a fact-checker 29 years ago. “What's different is how SI fits into a media environment that's changed dramatically,” he said. “We made our bones as a weekly magazine, and now there's not necessarily a place for a weekly magazine. What hasn't changed is that SI still has authority as a brand, even in a world where everyone is a content creator. If there was a silver lining in any of the difficulties we experienced earlier this year, it was the outpouring of love for SI that we saw across social media.”
Several He said that those difficulties became the reason for their reunion. “People started talking about the end of the brand,” Busse said as the crowd at the bar grew to about six people. “As soon as that happened, a lot of us in this room said, 'That's it, that's it.' Let's celebrate SI.”
that SI It was mainly the business side of the reintegration. Still, his small SI editorial staff who were on the scene remember it with the same degree of fondness. “We used to enjoy the sport as something to ourselves, which was certainly different than it is today,” the longtime writer said. steve wolf I'm retired now, but I have a book project under my belt. “Not everyone was necessarily smarter than me, but everyone cared the same way, which made it unique. Even though you wanted to arrive early, , I didn't mind staying late. Your reward was to receive the next week's assignment.”
There It was a fitting tribute, with a list of the 15 deceased SI staff being read out and a bagpipe player eulogizing them. “Great grace of the Lord.” Some of the after-parties didn't break up until 4am. Naturally, there is already talk of the next reunion. Canela says: “Nostalgia is a powerful force.”
Terry Lefton can be reached at tlefton@sportsbusinessjournal.com.
