Sports Illustrated’s future murky after massive layoffs stun publication

Sports Illustrated is not dead yet.

The iconic publication is on life support after it was revealed Friday that The Arena Group, which runs the editorial operation, was laying off almost all its staff after its license to use the SI name was revoked.

Both The Arena Group and Authentic — which owns the the brand — have said they intend to continue operating the website and magazine, though it’s not yet clear how.

“We are going to continue to operate Sports Illustrated,” The Arena Group’s Matt Lombardi said. “Either Arena or someone else is going to have the license to operate Sports Illustrated.”

An Authentic representative told Awful Announcing it plans to continue with Sports Illustrated’s editorial operations, and would do so during any potential transition to a new publishing partner.

“This will not go dark,” the representative said. “It’s not an ideal situation any way you can cut it, but Authentic is determined to protect and provide stewardship for the brand. And that includes making sure the editorial arm continues to operate while partners are discussed and negotiations happen.”