• Loading stock data...
Wednesday, April 2, 2025
Nominations Are Open for Front Office Sports Honors! Submit Now

Is the Owner of 5-Hour Energy Drink Turning ‘Sports Illustrated’ Into a 5-Hour Energy Promotional Arm?

  • Since the arrival of Manoj Bhargava atop the group that operates ‘SI,’ staffers have voiced concerns about the outlet’s editorial autonomy.
  • Last week ‘SI’ ran a story lifted directly from promotional materials for a 5-Hour Energy racing sponsorship.
Sports Illustrated
Syndication Tuscaloosa News

Manoj Bhargava owns 5-Hour Energy, the caffeine-packed drink company. The billionaire also effectively controls Sports Illustrated. 

That’s why SI employees became concerned last week when a story appeared on SI.com under an “SI Staff” byline touting 5-Hour Energy’s sponsorship of Rahal Letterman Lanigan Racing’s IndyCar team. The first two paragraphs of the Feb. 22 news story mirrored a press release that went out from the 5-Hour Energy team the same day, and much of the rest of the copy was lifted verbatim from the statement

The news story, as pointed out in an email from the SI Union to its members (and obtained by Front Office Sports) “did not include any disclosure of Manoj Bhargava’s roles with 5-Hour Energy or Sl.” The story, according to that email, “was placed in the news stack on the homepage and sat there for more than 24 hours. Obviously, this is totally unacceptable and a blatant breach of the most basic journalistic ethics. We fought hard for … provisions in our contract to prevent just this type of meddling.”

The SI Union has filed a grievance over the story, according to multiple sources with knowledge of the filing. It’s unclear whether Bhargava personally insisted that the story run, but since his arrival staffers have voiced concerns about the editorial autonomy at SI, fearing that those loyal to him are putting SI’s storied reputation at risk, according to multiple internal SI sources. 

Bhargava has spent more than $120 million over the last several months to seize control of the Arena Group—the media company that operates SI—through the accumulation of stock and debt. Included in his arrangement with Arena is a guaranteed five-year, $60 million commitment to advertise Bhargava’s consumer-brand company, Simplify Inventions, across Arena’s various arms, including SI, Men’s Journal and The Street. Arena, meanwhile, remains entangled in a dispute with Authentic Brands Group, the licensing behemoth that owns SI

Authentic moved to terminate the Sports Illustrated licensing agreement last month after Arena missed a $3.75 million payment, coinciding with mass layoffs at SI. Arena continues to operate SI as Bhargava and his representatives seek to rework a 10-year operating agreement with Authentic, according to sources with knowledge of the discussions. Authentic has also held discussions with potential new operators of SI, suggesting that its arrangement with Arena could come to an end.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

ESPN headquarters
exclusive

ESPN Editor Leaves for Ring Mag Amid Cristina Daglas Investigation

Elizabeth Baugh had been at ESPN for nearly a decade.
A view of the FanDuel Sportsbook betting area at Belterra Park Cincinnati.

FanDuel’s PE Backers Fire Back at Founder’s Legal Fight Over 2018 Sale

The legal dispute stems from the 2018 sale of 61% of FanDuel.

Featured Today

Mar 26, 2025; Indianapolis, Indiana, USA; Los Angeles Lakers forward LeBron James (23) in the first half Indiana Pacers at Gainbridge Fieldhouse.

The Creator Behind the LeBron ‘Glazing’ Trend Sweeping TikTok

FOS spoke to TikTok user OkaySpade who made the original song.
Mar 22, 2025; Providence, RI, USA; McNeese State Cowboys manager Amir Khan before a second round men’s NCAA Tournament game against the Purdue Boilermakers at Amica Mutual Pavilion
April 1, 2025

Inside the 24-Hour NIL March Madness Deals

Some of the most viral partnerships come together overnight.
Seattle Kraken
April 1, 2025

Samantha Holloway Is Seattle’s NHL Present—and Hopeful NBA Future

Samantha Holloway is steering the Kraken and hoping to revive pro hoops.
Brehanna Daniels
March 31, 2025

NASCAR Pit Crew Member Brehanna Daniels Didn’t Know She’d Be a Trailblazer

The first Black female tire changer didn’t know she’d be a trailblazer.
NWSL

NWSL Could Make Tens of Millions Selling New TV Games

Almost 200 games are up for grabs over the next two years.
April 1, 2025

March Madness Ratings Dip After Record Start: Will Final Four Deliver?

Viewership had been at a record pace through the opening rounds.
Feb 2, 2025; Pebble Beach, California, USA; Rory McIlroy (right) is interviewed by CBS broadcaster Jim Nantz (left) on the 18th hole during the final round of the AT&T Pebble Beach Pro-Am golf tournament at Pebble Beach Golf Links.
April 2, 2025

Final Four Snags Jim Nantz’s Masters Plan Even After Retirement

Nantz’s final NCAA tournament on the call for CBS was in 2023.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
April 1, 2025

Yankees RSN, Comcast Reach Deal After FCC Pressure

The deal keeps the regional sports network on an expanded basic tier.
Oct 20, 2024; Green Bay, Wisconsin, USA; General view of a television camera operator during the game between the Houston Texans and Green Bay Packers at Lambeau Field.
March 31, 2025

Sources: NFL ‘Virtual Lock’ to Opt Out of Media-Rights Deals

Data continues to support an early opt-out of the league’s rights.
March 31, 2025

Former ESPN Reporter Zach Lowe Rejoins Bill Simmons at The Ringer

Lowe worked with Ringer co-founder Bill Simmons at Grantland.
March 31, 2025

Yankees RSN and Comcast Clash Intensifies As Deadline for Deal Nears

The invective escalates as a contract deadline approaches Monday night.