Fanatics Fest NYC

ABOUT THIS ENTRY

Fanatics Fest NYC created a never-before-seen immersive experience for fans, transforming New York City into the epicenter of fandom, collecting, and culture. The three-day summer event brought together an unprecedented collection of the biggest athletes, entertainers, influencers, leagues, brands, and more under one roof for the first time, creating a unique environment that fostered meaningful interactions between fans and their favorite leagues, brands and sports and cultural heroes, in a way that only Fanatics can.

How does this represent "Excellence in Engagement"?

Fanatics Fest NYC redefined excellence in fan engagement by transforming passive spectatorship into active participation across an unprecedented convergence of sports, entertainment, and culture. With 70,000+ attendees interacting with 350+ athletes and celebrities, this three-day event created a new benchmark for immersive fan experiences. What distinguished this event was its seamless integration of physical and digital engagement—blending high-profile panels, exclusive merchandise drops, and interactive league activations with viral-worthy moments that extended the experience far beyond Javits Center. The Travis Scott impromptu concert, Paul vs. Tyson press conference, and Brady and Gronk walking the show floor in each other’s uniforms weren't merely entertaining; they were strategic catalysts for organic social media amplification. The festival's brilliance lies in how it democratized access to sports icons while simultaneously elevating the collectibles hobby. By creating spaces where fans could race Druski or Gronk in the NFL 40-yard dash or participate in their own WWE entrance, Fanatics transcended traditional fan conventions. This approach will inspire the industry to reimagine fan events not as mere gatherings but as participatory cultural phenomena where authentic moments create lasting connections between fans, athletes, and brands—establishing Fanatics as the definitive architect of modern fandom.

Objective

Fanatics Fest NYC emerged from CEO Michael Rubin's vision to create the "Comic-Con of Sports" - addressing a critical gap in the fan experience landscape. While individual sports had their own conventions and trading card shows catered to niche audiences, no platform united all sports, athletes, and cultural touchpoints in a single immersive celebration. The festival aimed to revolutionize fan engagement by bringing together an unprecedented collection of leagues, brands, athletes, entertainers, and influencers under one roof - creating meaningful interactions between fans and their heroes while generating enterprise-wide value across the Fanatics ecosystem. This groundbreaking concept transformed New York City into the epicenter of fandom, collecting, and culture for 70,000 attendees, establishing a new benchmark for sports entertainment experiences.

Strategy & Execution

Fanatics Fest NYC introduced a new approach to sports and entertainment engagement, designed specifically for today's passionate and diverse fans. By housing the largest collection of athletes, leagues, teams, collectibles, and memorabilia under one roof, it delivered an immersive experience that transcends previous fan conventions. What set Fanatics Fest apart is its brilliant fusion of spectatorship and participation. An emphasis on celebrity-driven engagement, featuring icons across sports and entertainment—from Tom Brady and Derek Jeter to Jay-Z and Travis Scott—provided unprecedented access to cultural luminaries that fans craved but never had. Fanatics Fest implemented a "try it yourself" philosophy, where fans don't just watch sports—they experience them through the NFL 40-yard Dash, MLB Home Run Derby, and WWE Superstar Entrances. The event seamlessly integrated digital and physical elements, with opportunities for exclusive product drops, trading card experiences, and memorabilia viewing, and autograph and photo opportunities. Aside from these phyiscal participation options, panel programming offered content that today's content-hungry fans demand. By creating a multi-dimensional environment where families could engage with sports and culture while simultaneously participating in interactive exhibits, Fanatics Fest NYC redefined what fan facing events can be.

Organizations

• Fanatics
• NFL
• NHL
• MLB
• NBA
• WNBA
• ESPN
• WWE
• UFC
• MLS
• Mitchell & Ness
• Lids
• Topps
• Fanatics Sportsbook
• WinCraft
• Make-A-Wish
• VeeFriends
• ESPN
• WFAN
• Boardroom
• Bleacher Report
• Sports Illustrated
• Brooklyn Nets
• Juventus
• Gotham FC
• PSA
• SGC
• Vee Friends
• 7-Eleven

Links

•   Website

Featured

• A$AP Ferg
• Adam Silver
• Adrian Peterson
• Adin Ross
• Alex Pereira Alix Earle
• Allison Kuch
• Anthony Edwards
• Baron Davis
• Ben Stiller
• Bianca Belair
• Bobbi Althoff
• Cam Newton
• Carmelo Anthony
• CC Sabathia
• Channing Crowder
• Chase B
• CM Punk
• Dale Moss
• David Ortiz
• Derek Jeter
• Dez Bryant
• DJ Clue
• DJ Jus Ske
• DJ Khaled
• Druski
• Fat Joe
• Fred Taylor
• Gary Vaynerchuk
• Gayle King
• Henrik Lundqvist
• IShowSpeed
• Ja Rule
• Jade Cargill
• Jake Paul
• Jalen Brunson
• Jalen Rose
• JAY-Z
• Jeezy
• Jerry Rice
• Jey Uso
• Johnny Manziel
• John Salley
• Josh Hart
• Julius Erving
• K'Andre Miller
• Kareem Abdul-Jabbar
• Kevin Durant
• Kyle Kuzma
• Lance Fresh
• Lawrence Taylor
• Lil Baby
• Lil Wayne
• Livvy Dunne
• Matt Rempe
• Memphis Bleek
• Michael Rubin (Fanatics CEO)
• Michael Strahan
• Michael Vick
• Mike Richter
• Mike Tyson
• Paige Spiranac
• PanamaDaPrince
• Paolo Banchero
• "Triple H”
• Penny Hardaway
• Peyton Manning
• Quavo
• Rey Mysterio
• Rich Eisen
• Robert Kraft
• Roger Goodell
• Ryan Clark
• Sabrina Ionescu
• Sarah Jane Nader
• Sauce Gardner
• Sketch
• Spike Lee
• Stephen A. Smith
• Taylor Rooks
• Tiffany Haddish
• Tom Brady
• Tracy McGrady
• Travis Scott
• Wale
• Walt Frazier
• Warren Moon
• Winnie Harlow
• Xandra Pohl
• Zack Bia

Credits

Michael Rubin
CEO
Fanatics

Lance Fensterman
CEO
Fanatics Events

Mike Armstrong
Senior Vice President
Fanatics Events

Lauren DeMaio
Vice President of Operations
Fanatics Events

EJ Laratta
Vice President, Partnerships & Business Development
Fanatics Events

Scott Fisher
Head of Strategy & Growth
Fanatics Events

Jackie Boswick
Director of Marketing
Fanatics Events

Jess Miller
Event Director
Fanatics Events

Cody DeBacker
Vice President of Content
Fanatics Events

Tucker Kain
Chief Strategy Officer & Growth Officer
Fanatics

Glenn H. Schiffman
Executive Vice President & Chief Financial Officer
Fanatics

Adam Lock
Vice President, Creative Director
Fanatics