Sports Illustrated has entered French-speaking markets through a multi-year licensing agreement with French media publisher 360 Business Media, marking the sports brand’s expansion into a new geographic region.
The French-language edition will launch across France, Switzerland, Luxembourg, Belgium, and Monaco before summer 2026, combining print and digital publishing with original content and special events.
The Partnership Details
360 Business Media, a French media publisher, has signed a multi-year license agreement with Authentic Brands Group (which owns Sports Illustrated) to develop a French-language Sports Illustrated edition.
The launch covers:
✓ France
✓ Switzerland
✓ Luxembourg
✓ Belgium
✓ Monaco
Deployment timeline: Before summer 2026
Content Strategy
The French-language Sports Illustrated will cover:
✓ National and international sports news
✓ Economic dimensions of sport
✓ Societal aspects of sports
✓ Business/financial sports coverage
The publication will operate through:
✓ Print edition
✓ Digital site and platforms
✓ Original content formats
✓ Special editorial operations
✓ Live events and activations
This approach positions Sports Illustrated as a comprehensive sports media brand addressing both consumer and business audiences.
360 Business Media’s Portfolio
The Sports Illustrated license strengthens 360 Business Media’s portfolio of international media properties.
The publisher previously operated:
✓ Time France
✓ Forbes France (until recently)
The addition of Sports Illustrated represents the company’s strategy to expand its portfolio of established international media brands adapted for French-speaking markets.
Strategic Context
Sports Illustrated, under Authentic Brands Group ownership, has pursued international expansion to extend the brand’s global reach beyond its traditional North American market.
French-speaking markets represent a significant media consumer base across Western and Central Europe, providing an opportunity to extend the brand’s sports journalism and business coverage into new language markets.
Market Positioning
Sports Illustrated’s international expansion reflects broader trends among established American media brands seeking geographic diversification and revenue growth through licensing and partnership models rather than organic market entry.
The partnership structure allows Authentic Brands Group to monetize the Sports Illustrated brand without directly operating editorial and publishing operations in each market, leveraging local publishers’ market expertise and distribution capabilities.
Competitive Context
European sports media markets include established regional publishers alongside international titles. Sports Illustrated’s entry positions the brand as a competitor to existing European sports publications while leveraging its American heritage and global sports coverage reputation.
The emphasis on business and economic dimensions of sport aligns with broader European interest in sports business journalism, particularly relevant for business-focused audiences in Western European markets.