Sports Illustrated launch Beyond the Pitch, celebrating the 2026 FIFA World Cup

LOS ANGELES — Sports Illustrated officially launched its inaugural Sports Illustrated Beyond the Pitch Presented by Lenovo event series on Friday night, transforming the historic Hollywood Palladium into a sold-out celebration of soccer, music, fashion, and entertainment ahead of this summer’s World Soccer Championship festivities.

The Los Angeles kickoff marked the first stop of a four-city national tour designed to blend the excitement of the world’s biggest soccer tournament with live entertainment and exclusive fan experiences. Grammy Award-winning artist Nelly headlined the evening with an electrifying performance, while electronic music duo TWINSICK energized the crowd with a high-energy set.

The event brought together athletes, celebrities, influencers, and sports fans for an immersive experience that showcased the intersection of sports and culture. Interactive activations from Lenovo, Verizon, Champion, Aéropostale, and BOSS offered guests opportunities to engage with brands while enjoying premium hospitality and entertainment. Lenovo, serving as the presenting partner, highlighted its focus on innovation and fan engagement through technology-driven experiences.

Among the notable attendees were Harry Jowsey, Yung Gravy, Ryan Garcia, Angel McCoughtry, Michael Blackson, Kristin Juszczyk, Joey Zauzig, and Andreina Santos, creating a red-carpet atmosphere that reflected the event’s blend of sport, style, and entertainment.

Sports Illustrated developed the Beyond the Pitch concept alongside event producers Authentic Live and Medium Rare. The series expands Sports Illustrated’s growing presence in live entertainment, building on the success of recent high-profile events such as SI The Party during Super Bowl weekend.

The four-city tour will continue throughout the summer, coinciding with key moments of the World Soccer Championship. Upcoming stops include Dallas on June 20 with headliner Gordo, Miami on June 26 featuring The Chainsmokers, and New York City on July 18 with performances by 50 Cent and Diplo.

As soccer fans from around the world gather in the United States for the tournament, Sports Illustrated is positioning Beyond the Pitch as a premier nightlife destination that extends the excitement beyond the stadium. With sold-out crowds, major musical acts, and celebrity appearances, the Los Angeles launch set a high standard for what promises to be one of the summer’s most talked-about entertainment series.