With the 2026 NBA Draft and the NBA Summer League on the horizon (while some smaller Summer Leagues are going on for other teams besides the Washington Wizards), I thought now would be a good time for us to visit on the biggest piece of news regarding Bullets Forever and SB Nation. Who owns our entities now?
As you may be aware, Vox Media, the former parent company of SB Nation decided to spin off SB Nation, Eater, The Verge, Dodo and Popsugar last spring. Vox Media, which includes Vox.com and its
podcast network, are now significantly controlled by Lupa Systems. In fact, Lupa Systems has a 50 percent stake in the new Vox Media.
As for SB Nation and the other brands, on June 18, 2026, Vox Media announced that they were bought up by Penske Media Corporation. In turn, Penske Media created a new subsidiary called PMX Global, which will house the spun off Vox Media brands including SB Nation and Bullets Forever. Ryan Pauley, the former Vox Media President, will be the President of PMX Global and will report to Penske Media CEO Jay Penske.
Vox Media (the current Lupa Systems version) also noted that Penske Media was the largest shareholder in the old Vox Media, so in some respects, we won’t have totally new ownership. They were already … kinda there.
PMX Global will be made up of more brands than just SB Nation, Eater, The Verge, Dodo and Popsugar. It will also house digital brands that Penske Media already owns, some of which you are familiar with.
According to Cynthia Littleton of Variety, the new PMX will include brands that you are familiar with in music, entertainment and sports besides SB Nation.
PMX will also encompass Robb Report, Artforum, Sportico, SHE Media, StyleCaster, ARTnews, FN, IndieWire, VIBE, Billboard Music Charts and BEAUTYINC.
So yes, Sportico, which is a sports site, but focused more on the business management side as opposed to games, will be part of the same parent organization where fans write about why their favorite team is the best or needs to fire their head coach. So no, SB Nation is not going to become Sportico or vice versa.
Outside of PMX Global, Penske Media is known for the following brands and entertainment events not mentioned above.
- Hollywood Reporter (This is one of the legacy in depth reporting entertainment magazines)
- The Golden Globe Awards (One of the top movie and television award programs in the world)
- Rolling Stone (Another flagship legacy magazine focusing on the music industry and entertainment at large)
- Vibe (One of the largest entertainment magazines focused on R&B, hip hop and African American culture)
- Dick Clark Productions (New Year’s Rockin’ Eve or the American Music Awards are two of the flagship awards)
- Academy of Country Music Awards (Another one of the flagship awards in music)
Our site and other SB Nation sites may show Vox Media branding for some time, but they will be adjusted as PMX Global gets off the ground.
I can’t really answer questions about this change. But if you want to process this, feel free to do so in the comments below.
