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MONTREAL, Canada – Sports Illustrated announced today that it's headed to Montreal with its renowned SI Circuit Series experience, timed to Race Weekend, with a marquee event. SI Circuit Series’ Maison SI will take place on a brand new 44th floor terrace at a central landmark in downtown Montreal, bringing together celebrity talent and top athletes to create an exclusive experience during the long-standing Montreal race weekend. 2023 marks the first time that Sports Illustrated’s events vertical will enter the Canadian market, part of a larger international move to bring high-quality experiences to Sports Illustrated fans around the world.

“In addition to its iconic covers and lauded pages, Sports Illustrated is synonymous with the celebration of sports and the ultimate fan experience,” said Matt Goldstein, EVP of Entertainment and Special Projects at Authentic. “SI Circuit Series has quickly become one of the most sought after tickets at Big Race Weekends across North America, and we have no doubt that Maison SI will become embedded in the fabric of Montreal’s race weekend as well. We look forward to hosting race fans for an evening of unparalleled hospitality and over-the-top celebration.”

Maison SI will combine Sports Illustrated’s notoriety for signature events with a unique, premium and highly curated aesthetic. The event will host exclusive guests from 7pm-10pm at the VIP and Media portion. From 10pm-2am, the venue will be invite-only, with custom hospitality packages available to attendees. Maison SI will be hosted by internationally renowned DJ and model Chantel Jeffries as well as professional snowboarder and 3-time Olympic medallist Mark McMorris. The event will be supported by Bitbuy Private Wealth, Canada’s largest cryptocurrency investment desk, as well as, a Canadian leader in free-to-play sports and casino website.

Maison SI is produced by CRUEL Inc., a creative marketing agency based in Toronto, Canada. The event will launch the partnership between CRUEL Inc. and Authentic Brands Group, looking to build the Sports Illustrated brand in Montreal through a multi-year approach. “We couldn’t be more excited to work with such an iconic media brand like Sports Illustrated, who have shaped the sporting narrative for several generations of both athletes and fans,” said Karl Bechmann, Managing Director of CRUEL. “We’re looking forward to showcasing Sports Illustrated to the Canadian market, and building great experiences for a high-profile audience.

For more information about Maison SI and hospitality inquiries, please visit


Sports Illustrated (SI) is an unparalleled and influential leader recognized for shaping modern culture and uniting athletes, teams and fans worldwide. At the intersection of sports, lifestyle and entertainment, Sports Illustrated is a 360-degree enterprise that delivers immersive content, innovative digital experiences, unforgettable events, and original products. Its award-winning media arm brings powerful storytelling to life through probing profiles and up-to-date news on, across social media platforms and through the monthly print magazine. The most trusted name in sports transcends media through SI Tickets, a fan-first ticketing platform, SI Sportsbook, a digital sports betting platform, SI Studios, the brand’s home for film, TV, and long form audio productions, and more. SI brings its unique and authentic perspective to marquee events and captivating brand activations including The Sportsperson of the Year Awards, “The Party”, SI Swimsuit Launch Weekend and the SI Circuit Series.

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Authentic Brands Group (Authentic) is a global brand development, marketing and entertainment platform, which owns a portfolio of more than 40 iconic and world-renowned Lifestyle, Entertainment and Media brands. Headquartered in New York City, with offices around the world, Authentic connects strong brands with best-in-class partners and a global network of operators, distributors and retailers to build long-term value in the marketplace. Its brands generate approximately $25 billion in global annual retail sales and have an expansive retail footprint in more than 150 countries, including 10,800-plus freestanding stores and shop-in-shops and 380,000 points of sale.

Authentic is committed to transforming brands by delivering powerful storytelling, compelling content, innovative business models and immersive experiences. It creates and activates original marketing strategies to drive the success of its brands across all consumer touchpoints, platforms and emerging media. Authentic’s brand portfolio includes Marilyn Monroe®, Elvis Presley®, Muhammad Ali®, Shaquille O’Neal®, David Beckham®, Dr. J®, Greg Norman®, Neil Lane®, Thalia®, Sports Illustrated®, Reebok®, Brooks Brothers®, Barneys New York®, Judith Leiber®, Ted Baker®, Vince®, Hervé Léger®, Hickey Freeman®, Frye®, Nautica®, Juicy Couture®, Vince Camuto®, Lucky Brand®, Aéropostale®, Forever 21®, Nine West®, Eddie Bauer®, Spyder®, Volcom®, Shark®, Tretorn®, Prince®, Airwalk®, Izod®, Jones New York®, Van Heusen®, Hart Schaffner Marx®, Arrow® and Thomasville®.

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CRUEL Inc. is an independent creative agency based in Toronto, Canada, offering marketing services within Experiential, Content, and Branding. Working with client partners in CPG, Sports, Alc-Bev, Music, and Fashion industries, CRUEL designs thought-provoking marketing initiatives that bring brands and consumers closer together. Recent highlights include winning a Bronze Lion at Cannes in 2022 for Brand Experience and Activation, working with the Ontario Lottery & Gaming Corporation, and work featured in Highsnobiety, Vogue, Hypebeast, and Complex for upstart fashion label Mr. Saturday. Other past client partners include Keurig Dr. Pepper, Arla Foods, Sapporo Breweries, and Empire Distribution.

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