NEW YORK — The second edition of Fanatics Fest brought a record-breaking crowd of more than 125,000 to the Jacob K. Javits Center in New York City, June 20-22. Brand storytelling, celebrity access and collectible culture converged under one roof at what is being described as “the world’s largest arena for sports and collectibles,” combining elements of Comic-Con with traditional sports memorabilia shows.
Organized by Fanatics, the global sports retail and technology company, the three-day event included immersive fan engagement experiences with more than 500 athletes, entertainers and cultural figures.
Attendance grew by more than 65% year-over-year, according to Fanatics, topping 125,000. Impressive for an event still in its infancy. The inaugural 2024 event drew 70,000.
From a trade show industry perspective, Fanatics Fest demonstrates the evolution of B2C exhibition formats, blending entertainment programming with traditional vendor marketplaces. The event’s success has positioned it as a significant player in the sports collectibles market, competing with established shows like the National Sports Collectors Convention.
Fanatics Founder and CEO Michael Rubin described the gathering as less about revenue and more about reach. “This is how we bring all of our verticals together,” Rubin said during a keynote. “It’s harder to pull off than running our core businesses but it’s also the most powerful way to build our brand.”
Related. Atlantic City Hits It Out of the Park with National Sports Collectors Convention
Fanatics leveraged the show floor as both a marketplace and media platform. Panels with sports stars including Tom Brady, LeBron James and Travis Scott blurred the lines between commerce and culture. Meanwhile, free community events included Saturday night’s Topps trade session.
In one standout activation, 50 fans joined athletes and entertainers in the Fanatics Games, a made-for-streaming competition that crowned Tom Brady the winner. From Brady’s theatrical entrance to spontaneous stunts involving Eli Manning, the segment drew attention from across the sports world and showcased the brand’s entertainment ambitions.
Fanatics created a “Museum of Greatness,” a 10,500-square-foot exhibit on the show floor featuring more than $200 million in trading cards and paraphernalia.
Organizers have already announced plans for an even larger event in 2026.
Reach Michael Rubin at mrubin@fanatics.com
