Empire State Review Contributor 
New York, NY – Fanatics Fest, the ambitious sports culture expo conceived by Fanatics CEO Michael Rubin, transformed the Jacob K. Javits Convention Center into a fan engagement epicenter from June 20 to June 22. In its second year, the event returned with more firepower, more star power, and an ambitious vision to redefine how sports fans interact with their favorite teams, athletes, and brands.
The expo’s debut in 2024 incurred losses of around $15 million, but that hasn’t deterred the company’s momentum. This year’s edition was not only bigger—it was bolder. Fanatics projected attendance would soar past 150,000, more than doubling last year’s crowd, a testament to the event’s rapid evolution and growing cultural cachet.
Fanatics Fest attracted a stellar lineup of personalities from across sports and entertainment. Attendees included NBA star LeBron James, NFL legend Tom Brady, music mogul Jay‑Z, and rapper Travis Scott. The event also welcomed other iconic athletes like Derek Jeter, Kevin Durant, Victor Wembanyama, and the Manning brothers, Peyton and Eli. These figures took part in autograph sessions, fan panels, surprise pop-ups, and promotional engagements that reinforced the event’s identity as a blend of celebrity and commerce.
Top global sports brands and organizations—such as FIFA, Formula 1, the Premier League, and Nike—also established a visible presence, cementing Fanatics Fest as a serious player in the sports expo arena. The event space was designed to resemble a theme park for sports fans, complete with interactive booths, trading card marketplaces, live shows, and unexpected “fan-athlete challenges” offering millions in prizes.
Learning from operational missteps during the inaugural run, Rubin spearheaded extensive logistical upgrades this year. The event addressed previous issues with long VIP lines and confusing layouts by overhauling the floor plan and optimizing the autograph and transport systems. “Last year’s execution had some terrible VIP experiences,” Rubin admitted, “so we listened and improved every inch of the process.” These enhancements aimed to deliver a seamless experience akin to major cultural events like SXSW or Comic-Con, but with an unmistakable sports focus.
Fanatics Fest is not just about spectacle—it’s a cornerstone in the company’s broader business strategy. Rubin sees the expo as an activation platform to strengthen Fanatics’ multi-pronged ecosystem, which spans merchandise, trading cards, gaming, digital collectibles, and sports betting. The company, valued at over $31 billion, has undergone explosive growth in recent years and is expected to generate roughly $12 billion in revenue by 2026.
One of the major attractions at this year’s fest was the expansion of Fanatics Collectibles. After acquiring trading card giant Topps in 2022, Fanatics has leaned heavily into collectibles, hosting a special “Topps Trade Night” and offering exclusive card drops. The event’s card-trading area buzzed with hobbyists, dealers, and fans swapping memorabilia and chasing high-value items.
Rubin emphasized that the fest is more than a marketing vehicle—it’s a community-building endeavor. “We’re creating a space where fans feel celebrated, where they can touch every part of sports culture,” he said during opening remarks. The event, he noted, serves to connect fans directly with athletes and brands, offering experiences they can’t get from watching games alone.
To this end, Fanatics Fest incorporated charitable elements and surprise moments to keep attendees engaged. Massive giveaways included a $1 million prize, a Ferrari, and a rare LeBron James trading card. The programming also included workshops, business panels on the future of sports technology, and a showcase of Fanatics’ growing influence across the broader media landscape.
The business implications extend beyond the Javits Center. The fan data gathered during the event informs Fanatics’ product development and marketing strategies across its verticals. It also feeds the company’s push into live commerce and fan-targeted content, bridging the gap between retail and entertainment.
Ultimately, Fanatics Fest 2025 underscored Rubin’s broader ambition: to make Fanatics not just a retail powerhouse, but a lifestyle brand embedded in the heart of sports culture. By marrying business strategy with fan-first spectacle, the company is carving out a new space in the world of fandom—where community, commerce, and culture intersect.
