Travel + Leisure Co. and Wyndham Hotels & Resorts have expanded their development partnership designed to grow the Sports Illustrated Resorts platform into the traditional hotel sector while also supporting mixed-use hospitality projects.

The agreement establishes a framework for building, operating and scaling hotels under the Sports Illustrated Resorts brand. Developers and asset owners will be able to pursue standalone hotel projects or integrate hotels into mixed-use destinations that include vacation ownership and residential components.

Travel + Leisure Co. launched Sports Illustrated Resorts in 2023 as a collection of sports-themed hospitality destinations in college towns and leisure markets. Under the expanded partnership, Travel + Leisure will oversee brand stewardship, mixed-use development and management, while Wyndham will provide development, distribution, marketing and loyalty support.

“Sports Illustrated Resorts is bringing the power of the Sports Illustrated brand to life through travel and hospitality, building on the brand’s legacy in sports, culture and entertainment,” said Michael Brown, president and CEO of Travel + Leisure Co., said in a statement. “Opening the door to traditional hotels, in partnership with Wyndham, is the next chapter for the platform, giving us new ways to extend the Sports Illustrated experience to travelers while creating distinctive opportunities for developers and asset owners.”

Wyndham plans to leverage its hotel-owner and developer relationships to identify potential partners as the Sports Illustrated Resorts platform expands into new markets.

“Sports Illustrated is one of the world’s most iconic lifestyle and entertainment brands, and its connection to sports creates a powerful opportunity in hospitality,” said Geoff Ballotti, president and CEO of Wyndham Hotels & Resorts. “Together with Travel + Leisure Co., we have an opportunity to create immersive, year-round destinations across college towns and major urban markets, anchored in unique experiences, distinctive programming and premier sports-centric events.”

Travel + Leisure said the model is intended to capitalize on growing demand for sports tourism while offering developers greater flexibility in project design and scale.

Sports Illustrated Resorts Nashville, a 185-suite property on Music Row, is the brand’s first fully branded destination. The resort includes sports-inspired amenities, social spaces and programming tied to Nashville’s sports and entertainment scene.

Additional Sports Illustrated Resorts projects are underway in Chicago, Baton Rouge and Tuscaloosa. The Chicago property is operating in a “preseason” phase, with full brand programming expected in early 2027. Baton Rouge, which will be the first resort in the portfolio to include a hotel component, is scheduled for a phased opening later in 2027. The Tuscaloosa project, the brand’s first ground-up resort development, is expected to open in 2028.

The expanded partnership builds on a decades-long relationship between Travel + Leisure Co. and Wyndham Hotels & Resorts. The companies currently work together through Club Wyndham, Margaritaville Vacation Club and Eddie Bauer Adventure Club.