by Sahil Kurup
In the early hours of February 22, 1980, the offices of Sports Illustrated buzzed with anticipation as the latest issue prepared to hit the presses. Little did they know, within those pages lay a moment that would transcend sports and become a symbol of American pride and resilience.
Photographers Paul Palmeter and Heinz Kluetmeier had been stationed rinkside at the Olympic Center in Lake Placid, New York, expecting to capture what seemed like an inevitable defeat for the scrappy U.S. hockey team against the Soviet Union’s formidable Red Army. But as the final seconds ticked away, the unthinkable happened: the Americans secured a 4-3 victory over the reigning champions.
Amidst the chaos of celebration, Kluetmeier captured a defining image: team captain Mike Eruzione, his fist raised in triumph, his teammates engulfing him in jubilation. This iconic moment, frozen in time on the cover of the March 3, 1980 issue, would forever be known as the “Miracle on Ice.”
As the issue made its way to newsstands and doorsteps across the country, it brought with it a sense of collective exhilaration. For that brief moment in 1980, Sports Illustrated wasn’t just a magazine—it was a vessel for the American spirit, immortalizing a moment of triumph that would echo through the annals of sports history.
From that satisfying thud against kitchen doors to the awe-inspiring cover image and meticulously crafted words within, Sports Illustrated once again proved itself as the premier storyteller of athletic greatness.
“It kind of created the iconic shot for me,” Kevin Skiver, a sportswriter for the USA TODAY Network, reflected. “It created the iconic moment when you think of SI, you think of the covers. And that’s because they were able to perfectly capture that championship moment, perfectly tell the story of a game or a weekend in a still. Photographers today are still always chasing that shot.”
The allure of Sports Illustrated extended beyond the glossy pages and vibrant photographs for Skiver. It was Sports Illustrated for Kids, the magazine’s younger sibling, that jump started his lifelong love for sports.
He vividly remembers eagerly awaiting each issue, devouring the articles, and religiously tackling the quizzes nestled in the back pages. These weren’t just tests of knowledge; they were gateways to understanding the intricacies of different sports, the nuances of the games, and the captivating stories of the athletes who dominated them.
“To me, being on Sports Illustrated was like being on a Wheaties box,” Skiver said. “It meant that an athlete had made it, it was a big deal. And I think that that kind of kept me abreast in a time when sports were a lot more regionalized than they are now. It kind of keeps you aware of what’s going on across the country as opposed to just in your local markets.”
Once a beacon of insightful sports journalism and captivating storytelling, Sports Illustrated, credited for ushering in numerous aspiring writers like Skiver into the field of sports journalism, found itself at a crossroads. On January 19, 2024, the magazine saw mass layoffs across its editorial team after its parent company, Arena Group, failed to make a $3.75 million quarterly licensing payment to Authentic Brands Group. With an uncertain future casting a shadow over the magazine’s once-illustrious legacy, this decline stood in stark contrast to its decades-long cultural impact and historical significance.
However, just months later, a lifeline appeared from an unlikely source. In May 2024, Minute Media, a digital publishing and broadcasting platform, struck a deal to acquire the rights to Sports Illustrated from Authentic Brands Group. It was a Hail Mary attempt to resuscitate the fading heartbeat of a journalistic giant that had fallen victim to the harsh realities of the digital age.
Here’s a look at the timeline of Sports Illustrated, tracing its evolution from its inaugural issue to its current struggles and various ownership changes in the face of the digital age.
The inaugural issue hit the stands on August 16, 1954, with baseball legend Eddie Mathews gracing the cover. From its early days, Sports Illustrated set itself apart by combining high-quality sports reporting with visually striking photography, creating a compelling and engaging experience for its readers.
“We would guess what the headlines were on the issue coming out,” University of Southern California professor Jeff Fellenzer reminisced. “And they would have beautiful photography, incredible color – it was like a sports version of National Geographic, which had photography off the charts. Nobody could come close.”
Like Skiver, Craig Meyer, a sportswriter for the USA TODAY Network, used Sports Illustrated for Kids as a stepping stone into the world of sports journalism from a young age, citing revered writers like Rick Reilly and Andy Staples as legends in the pages of Sports Illustrated.
“[Sports Illustrated] showed that there was really a place for high minded, dutifully researched, doggedly reported journalism in the world of sports,” Meyer said. “It doesn’t always have to be uncovering this great ill, it could sometimes just be writing beautifully about a certain game or about a given player.”
Sports Illustrated emerged as a trailblazer, not only in the content it delivered but also in the transformative impact it had on the craft of sportswriting. The magazine seemed to have the unparalleled ability to tell profound stories without the weightiness typically associated with exhaustive research and countless interviews
“They had an ability to tell a deep dive story without it feeling like a deep dive,” Skiver said. “I think that a lot of journalists like to emphasize how much work they put into something, and while I think that’s an understandable instinct, their ability to really take quotes and wrap them into one cohesive story without being like, ‘I talked to 75 people and these are six quotes that stood out.’ That kind of thing has informed the way that I want to write.”
Among the giants who walked the halls of SI, NFL writer Peter King stands out as a testament to the magazine’s enduring impact. His “Monday Morning Quarterback” column, a staple since 1985, offered insightful analysis and behind-the-scenes access for NFL fans.
King’s ability to weave personal anecdotes with sharp observations and insightful commentary created a unique voice that resonated with readers for decades. In 2018, he noticed the magazine’s downfall on the horizon and departed to NBC Sports, but during his time with Sports Illustrated, he became more than just a sportswriter; he was a trusted confidante, offering a nuanced perspective on the game and its larger cultural significance.
Where the likes of Peter King left an indelible mark through insightful NFL coverage, the magazine’s influence transcended the written word. Notably, it extended to the realm of sports photography, forever altering the landscape with iconic visuals that captured the essence of pivotal moments. The ability to convey the drama of a game or the euphoria of victory in a single frame became synonymous with Sports Illustrated.
Here’s a glimpse into the most memorable Sports Illustrated covers across the magazine’s 70-year history as recounted by numerous sports media figures, each reflecting on the memories they evoke.
However, even Peter King’s influence and the magazine’s impact on sports photography couldn’t shield Sports Illustrated from the harsh realities of the digital age. The immediacy of online news outlets and the rise of social media, where fans could engage directly with athletes and pundits, eroded SI’s unique position as the go-to source for sports information and analysis. The magazine’s attempts to adapt, such as launching online content and subscription models, yielded mixed results. While it continued to produce high-quality journalism, it struggled to capture the same level of cultural relevance and widespread readership it once enjoyed.
Amidst these challenges, Sports Illustrated faced another blow in November 2023 when Futurism reported a controversial move by the publication involving Artificial Intelligence-generated writers.
The magazine had apparently employed AI algorithms to generate sports articles, raising concerns about the future of human journalism within the industry. This development sparked a debate about the ethics and implications of AI in media, with critics arguing that it could lead to job losses and compromise the quality and authenticity of content. Sports Illustrated‘s foray into AI-generated content added fuel to the ongoing discourse about the role of technology in journalism and the broader media landscape.
“I think when I lost respect for Sports Illustrated was when I found out they were doing the AI-written articles with the fake bylines and the fake names,” Jack DeGroote, a segment producer at Spectrum Sports, lamented. “And I understand that it’s the race to pump out content, the rate that you react to things first, the race that you know how to get the most clicks.”
The recent layoffs at Sports Illustrated stand as a stark reminder of the challenges faced by traditional media in the digital age, and they are not alone. In just 2024, major media companies like the Los Angeles Times, National Geographic—whose circulation has plummeted by 85% and was recently pulled off newsstands—TIME, and Pitchfork have also experienced significant downsizing. This trend echoes the demise of once-iconic magazines like Newsweek, TV Guide, and Playboy, while others such as Reader’s Digest have struggled to adapt, filing for bankruptcy twice before transitioning predominantly online. With TIME magazine still persevering but witnessing a 70% decline in readership from its peak, the landscape of print media continues to evolve dramatically.
Sports Illustrated’s struggles highlight the need for constant adaptation and innovation to stay relevant in a rapidly evolving landscape. While its future under Minute Media remains uncertain, its legacy as a pioneer in sports journalism and a cultural touchstone is undeniable. Its impact on the way we consume sports, engage with athletes, and understand the broader cultural significance of athletics is undeniable. Whether Sports Illustrated can successfully navigate the digital terrain and reclaim its past glory remains to be seen. However, its story serves as a valuable case study, offering insights into the challenges and opportunities faced by media institutions in the ever-changing digital landscape.