Sports Illustrated announced a collaboration with Ava Labs, the developers of the Avalanche network, to transfer its NFT ticketing platform to Avalanche. This partnership will enable the platform to issue NFT tickets using the Avalanche blockchain and transform event tickets into dynamic content for interacting with guests. In May 2023, the platform was launched on the Polygon site, offering event organizers the ability to provide exclusive benefits to their guests, such as expedited entry tickets, drink coupons, and pre-event music downloads. NFT ticket owners can also receive additional rewards tied to their event ticket.

David Lane, CEO of SI Tickets, stated that although the company previously collaborated with Polygon, it will now mint NFT tickets using Avalanche, bringing resources, technology, intellectual capital, and market leadership from Ava Labs into the partnership. Lane also highlighted the advantages of using NFT technology in ticket sales, noting that tickets become "useless" after being scanned at the entrance, but NFT ticket sales will change this by turning the barcode into an opportunity for interaction and activation between the event owner, venues, performers, sponsors, and attendees.

Lane also noted the growing interest in NFTs in sports and predicts further market growth as fans recognize the value of NFT offerings. He views ticket sales as a primary use case for the mass adoption of NFTs and blockchain, emphasizing that the benefits of blockchain-based ticket sales are limitless not only in sports but across the entire spectrum of live events. Blockchain-based tickets benefit event owners by providing opportunities to interact with their guests through content that can also be monetized, creating additional revenue sources and opportunities.