Sports Illustrated Joins Hulu as Minute Media Executive Rich Routman Expands Playbook

Cannes, France was abuzz with talks of efficiency and scale, but Rich Routman, president of Minute Media, brought Cannes Lions a different vibe—Sports Illustrated covers, swimsuit models, and even World Cup soccer. In a chat with Beet.TV contributor Tameka Kee at the Cannes Lions International Festival of Creativity, Routman shared the strategy he’s steering Sports Illustrated towards, one that involves holding onto classic features but shifting where they show up to match where audiences are.
Sports Illustrated, having been around long enough to remember a time when sports highlights were read about the next morning rather than watched six seconds later, is working on updating its well-known franchises to suit modern formats. Things like the Faces in the Crowd, the Power List, and that iconic cover are all still there, they’re just popping up in different spots now. Routman explained that despite the brand’s age, it remains a resilient one. By adapting to how people consume media today while staying true to its roots, it can keep on thriving.
One big move is the Sports Illustrated Swimsuit’s leap to Hulu. What used to be a magazine-based photo festival is now entering the television sphere. Hulu saw an opportunity to stream the event, offering viewers behind-the-scenes access and content that was once exclusive to those lucky enough to attend in person. The move not only broadens the event’s reach but also gives fans a closer look at how it’s all put together.
Routman pointed out another ambitious project tackled by Sports Illustrated: a 48-cover initiative for the World Cup. Recognizing that genuine soccer coverage needs an international perspective, SI teamed up with local creators in different markets. This way, they could produce content resonating with both U.S. fans and soccer fanatics in countries where the sport reigns supreme.
As conversations with advertisers shift from audience size to audience interests and content franchises, Routman emphasized the importance of constantly innovating and launching new products. Standing still is not an option for Minute Media. With Cannes Lions treating novelty like a competitive sport, repeating the same old presentation would be a cardinal sin.
Describing Sports Illustrated as an aspirational brand, Routman praised the passion fueling all its projects. The brand’s ambition keeps the team’s ideas flowing, waiting for the right moment to shine. From Hulu collaborations to worldwide soccer coverage, big things are on the horizon for the media brand that’s been a staple for so many sports fans.