In 2023, Fanatics set out to reimagine the fan experience with the launch of Fanatics Events, a bold new venture built to deliver massive, high-energy moments that bring fans closer than ever to the games and athletes they love. The vision of Fanatics Events was simple – create an unforgettable slate of live experiences where sports fans and collectors can celebrate their passions together.

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That vision came to life in August 2024 with the debut of Fanatics Fest in New York City. The three-day celebration of all things sports and all things Fanatics took place at the Javits Center, where it continues to call home. More than 70,000 attendees packed the venue to meet their sports heroes, uncover exclusive apparel and collectibles, and immerse themselves in the ultimate fan experience. Over the weekend, fans jumped in to live podcasts and star-studded panels, lined up for autograph and photo sessions, and reveled in once-in-a-lifetime moments with top sports leagues, teams, and brands from around the world. A full pop-up recreation of JAY-Z’s legendary 40/40 Club added even more star power and cultural energy to the floor. Fanatics Fest 2024 was electric – setting the stage for a new era for sports fandom that combines passion, connection, and community.

The feedback from fans and partners following the overwhelming success of the first Fanatics Fest was clear: they wanted more, fueling an all-out drive to raise the bar even higher for 2025. After securing additional space at the Javits Center, the second edition of Fanatics Fest fulfilled the brand’s promise to go even bigger, delivering bolder, more immersive and truly unmissable experiences. By partnering with more leagues and sports brands, welcoming additional dealers to the Hobby Hall, and expanding the roster of featured athletes and entertainers, each day of Fanatics Fest 2025 delivered nonstop energy and action.

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Fans discovered surprises around every corner: the Museum of Greatness showcased over $200 million in trading cards and memorabilia, while autograph sessions, live podcasts, and sports panels brought fans closer to stars like Tom Brady, LeBron James, Kevin Durant, Peyton and Eli Manning, and Canelo Álvarez. Celebrity guests and musicians, including Travis Scott, Kevin Costner, Mark Wahlberg, and JAY-Z, added to the excitement, with the return of JAY-Z's 40/40 Club. The event also made history with the first Fanatics Games, where 50 fans competed against elite athletes and celebrities in high-stakes challenges for $2 million in prizes.

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In 2025, attendance at Fanatics Fest surged to more than 125,000, fueling an even greater drive for Fanatics to continue raising the bar as it reimagines the realm of possibilities for the annual event. Guided by a fan-first mentality and the creative minds behind its inception, Fanatics Fest is committed to delivering even greater excitement and content in the years ahead, ensuring each event is more memorable than the last.

One key architect of Fanatics Fest is Michael Rubin, Founder and CEO of Fanatics, whose visionary innovation and forward thinking is the connective tissue of Fanatics’ long-term growth. Since founding Fanatics in 2011, Michael has been recognized as an influential leader in sports and business, having gained widespread recognition for strategically shaping Fanatics into a company that transcends sports merchandise. Fueled by his unwavering passion for sports and social good, Michael is actively involved in every facet of the Fanatics brand. He is the Director of the Fanatics Foundation board, where he leads initiatives to create lasting change in the communities where Fanatics employees and fans live, work, and play. He also played an integral role in the official partnership between Fanatics and Make-A-Wish, creating once-in-a-lifetime fan experiences for wish kids through Fanatics’ extensive network of athletes and teams.

As Chief Executive Officer of Fanatics Events, Lance Fensterman is the creative and strategic force behind the success of Fanatics Fest, connecting fans to the moments and experiences that define sports culture and introducing new audiences to the energy and excitement of Fanatics. Under his leadership, Fanatics Fest has become one of the most dynamic sports communities that continues to unite fans with the athletes and teams they love.

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Before joining Fanatics, Lance founded Reed Exhibitions’ pop culture division and went on to serve as the President of Reed Pop. During his time there, he built some of the world’s most celebrated fan events, including New York Comic Con and Star Wars Celebration.

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