Travel + Leisure Co. has announced a major expansion of its Sports Illustrated Resorts portfolio, with a new flagship location opening in Nashville, Tennessee. The resort, situated in the city’s vibrant SoBro (South of Broadway) district, promises to blend luxury vacation ownership with immersive sports and entertainment experiences.
This new destination aims to offer travelers a unique way to connect with the spirit of sports culture, featuring themed restaurants, sports simulators, interactive games, and events aligned with major athletic moments. The Nashville location is expected to become a hub for fans, families, and those seeking more than just a place to stay.
“We’re reimagining how travelers experience vacation ownership by integrating the energy of sports culture into our hospitality model,” said Michael Brown, President and CEO of Travel + Leisure Co. “Nashville provides the perfect launchpad for our vision thanks to its incredible tourism infrastructure, music legacy, and sports enthusiasm.”
This initiative is part of a broader partnership between Travel + Leisure Co., Authentic Brands Group (owner of the Sports Illustrated brand), and ADMI Inc. Together, they are building a network of resorts that combine the lifestyle appeal of sports with the comforts of premium accommodations.
In addition to Nashville, the company has announced plans to open another Sports Illustrated Resort in Tuscaloosa, Alabama — home to the University of Alabama. That location will focus on the collegiate fan experience and is slated to open in 2025.
The company emphasized that its resorts will focus on creating memorable experiences both on and off the field, reflecting the energy, stories, and communities that define sports culture.
As the Sports Illustrated Resorts brand grows, Travel + Leisure Co. plans to introduce both urban and leisure destinations, with a mix of resort hotels and vacation ownership opportunities. The company’s approach is designed to meet the growing demand for experiential travel while broadening the appeal of vacation ownership.
