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It’s a multi-million-dollar secret kept under wraps every year. Six undisclosed locations, 18 bikini-clad models and 155,000 images to choose from. But when the 2010 Sports Illustrated Swimsuit Issue is finally revealed, it will be a global sensation like no other.CNBC’s Sports Business Reporter Darren Rovell takes an unprecedented look inside the most profitable single-issue magazine franchise in the world. Find out how business, beauty, fashion and sports come together to create this much-anticipated, multi-dimensional franchise that alone generated 7 percent of Sports Illustrated's advertising revenue in 2009.
The Sports Illustrated Swimsuit Issue means big business not only for parent company Time Inc., but also for the models, advertisers, fashion designers and locations that grace its pages. Rovell gives viewers a behind-the-scenes look at the scouting, set-up and inner-workings of the photo shoots as he travels to one of the exquisite undisclosed locations and interviews the models vying for the ultimate prize—being featured on the cover of this year’s issue and becoming a household name.
Behind the Scenes
An entire year of planning, packing and preparation go into each of the six location shoots. More than beautiful women in sexy swimsuits, this is big business. Millions of dollars are at stake.
Super Models
Cheryl Tiegs, Elle Macpherson, Rachel Hunter, and Heidi Klum are just a few of the models who have appeared on the cover of the SI Swimsuit Issue. Their careers, along with the magazine sky rocked to success.
Top Selling Issue
Kathy Ireland graced the cover in 1989…the best selling issue of all time. Landing the cover opened doors for Ireland who today runs Kathy Ireland Worldwide, a marketing and design company that does $1.4 billion in annual sales.
Building a Brand
The swimsuit edition began in 1964 as a 5-page supplement each February to heat up the winter months. Today it’s a multi-media empire including the Internet, mobile technology, video and even marketing events.

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