Success necessitates perseverance, learning, and adaptability

In the crowded and often impersonal live event ticketing industry, loyalty is rare. Yet, in 2020, amid the challenges of the COVID-19 pandemic and the live event ticketing industry in shambles and countless other businesses closing their doors for good daily, CEO David Lane saw an opportunity to reinvent ticketing under the Sports Illustrated brand, backed by its owner, Authentic Brands Group.

With a vision grounded in strategic leadership and a commitment to long-term resilience, David launched Sports Illustrated Tickets in June 2021, introducing a fan-first approach through its secondary ticketing marketplace—a resale platform where tickets, initially sold by primary vendors, are exchanged at market-driven prices.

Three years on, David’s outlook has driven remarkable growth for the company, with an emphasis on transparency, zero transaction fees, and outstanding customer service. This approach has established a trusted, fan-first experience that distinguishes Sports Illustrated Tickets in a competitive market. As David asserts, “fans deserve better,” and his commitment to delivering this promise has become a defining strength for the brand.

David’s leadership philosophy is rooted in values instilled by his parents, who are his most influential role models. They taught him resilience, hard work, and compassion. His father emphasized discipline and commitment, while his mother exemplified empathy and understanding – traits that have deeply shaped his approach to building strong, authentic relationships within a supportive environment. Together, they taught him that genuine leadership extends beyond status, focusing on values and the positive impact on others.

One of David’s most impactful leadership lessons has been the importance of continuous learning. Early in his career, he saw leadership as having all the answers and being the expert in the room. Over time, he recognized that true leadership is about empowering others, listening more than speaking, and being open to learning from everyone – team members, colleagues, investors, and even competitors. By remaining humble, embracing growth, and staying open to feedback, he believes leaders can create a path to long-term success.

Moreover, David sees success as a result of perseverance, adaptability, and learning over time. Building a sustainable business requires more than a great idea; it involves execution, building a strong team, and navigating challenges with resilience. For him, strategic risk-taking and learning from failures have been integral to his journey. David advises other leaders to view setbacks as opportunities for growth, to welcome feedback, and to support their team.

Recognizing the importance of team, David emphasizes investing in team development, empowering decision-making, and fostering an environment of innovation and accountability. He values collaborative culture, open communication, and creativity, which keep the company dynamic and adaptable in a competitive industry. David guides his team to productivity with clear strategic focus, ensures that each member understands how their role contributes to the broader business objectives, encourages ownership and innovation, and supports individuals in problem-solving. Importantly, he promotes a culture where team members feel comfortable seeking help and prioritizing the organization’s collective goals.

After launching its secondary ticketing platform, Sports Illustrated Tickets quickly recognized an opportunity to diversify on the primary ticketing side. Venues, arenas, stadiums, event organizers, promoters, and hosts were seeking not only a sales platform but a comprehensive ticketing solution that aligned with their unique needs. Many traditional ticketing vendors allow clients to list and sell tickets, but Sports Illustrated Tickets aimed to go further, leveraging the Sports Illustrated brand to bring both credibility and innovation to its partners.

In May 2023, the company introduced Box Office, a cutting-edge, blockchain-backed primary ticketing solution designed to revolutionize event management. As the first platform to offer both traditional and blockchain-enabled ticketing, Box Office provides all the benefits of a complete blockchain ticket while keeping the process user-friendly. Event organizers and attendees can seamlessly interact with the platform without needing prior blockchain knowledge or web3 tools, creating a more accessible experience.

Blockchain technology enhances the fan experience by transforming tickets into dynamic tools. Once attendees enter the venue, blockchain-enabled tickets can instantly activate unique content, special offers, exclusive collectibles, sponsor promotions, rewards, or real-time upgrades—all accessible before, during, and after the event. This approach positions Sports Illustrated Tickets as an innovator in primary ticketing, offering an all-encompassing solution that merges tradition with the latest advancements in fan engagement.

The team’s efforts have led to recent tailwinds for the company. In May, Sports Illustrated Tickets became the newest member of the NFL Ticket Network alongside Ticketmaster and Seatgeek as the three official partners of the league.

The company collaborated with the Big 12 Conference to unveil Big 12 Ticket Central Powered by Sports Illustrated Tickets, a centralized ticketing platform providing fans a single destination to purchase tickets for all Big 12 Conference sports, covering both men’s and women’s events equally.

The initiative is aimed at enhancing accessibility, convenience, and fan engagement across the Big 12’s diverse athletic programs, aligning with the Big 12's focus on inclusivity and streamlined fan experience.

David says the company remains steadfast in its commitment to memorable, immersive fan experiences, blending live-action excitement with the legacy of the Sports Illustrated brand. Just prior to the 2024-25 NFL regular-season kickoff, Sports Illustrated Tickets announced respective multi-year agreements with Kraft Sports + Entertainment and the Cincinnati Bengals, becoming the Official Fan Experience Partner for the New England Patriots, New England Revolution, Gillette Stadium, and the Bengals.

For the Patriots’ September 15 home opener, Sports Illustrated Tickets unveiled the Sports Illustrated Pavilion at Gillette Stadium, a unique 10,000-square-foot hospitality space. This immersive area, adorned with iconic SI covers, articles, and award-winning photography, chronicles the Patriots and New England sports history. Fans enjoyed upscale food, drinks, prime views, and a personalized SI Fan Cover as a keepsake. The Sports Illustrated Pavilion is open for all Patriots home games, concerts and special events at Gillette Stadium throughout the year.

Simultaneously, at Cincinnati’s Paycor Stadium, Sports Illustrated Tickets and the Bengals hosted the inaugural Jungle Watch Party for the Bengals rivalry showdown at the Kansas City Chiefs.

Reflecting on the company’s journey, guiding Sports Illustrated Tickets through unprecedented industry challenges highlights the dedication of David's team and his resilient leadership. By staying agile, upholding a clear vision, and anchoring in core values, Sports Illustrated Tickets has positioned itself as a standout in ticketing, emerging stronger despite a turbulent period at the start.