Fanatics Events will bring its annual festival back to the Javits Center from July 16-19, 2026. The company staged its second event in June 2024, drawing over 125,000 people across three days.
CEO Lance Fensterman called the growth “massive” in just two years. More than 300 professional athletes showed up last year. Another 250 shops and dealers from across the US set up booths.
The festival gives fans direct access to well-known athletes, celebrities and influencers. Programming includes live shows, brand activations and interactive autograph zones. Exclusive product launches happen throughout the event.
Saturday’s 2025 program sold out completely, which pushed the decision to expand.
Why Fanatics Keeps Growing This Event
The expansion reflects strong demand from attendees and industry partners. Fensterman said there’s “no show in the world like Fanatics Fest.”
The festival creates value for multiple groups at once. Fans get unique athlete access they can’t find elsewhere. Meanwhile, leagues, brands and athletes gain direct engagement with customers.
Sports entertainment festivals compete heavily for attention and sponsorship dollars. But Fanatics built something different here. The mix of retail, athlete appearances and hands-on experiences separates it from traditional conventions.
Two years in, the model clearly works. Growth like this doesn’t happen without strong attendance numbers and satisfied partners.
What Changes Are Coming to the Festival
Fanatics Fest will run four days instead of three for the first time. The company is also using an additional 25% of the Javits Center space.
That means more room for exhibitors, more programming slots and higher overall capacity. The fourth day adds another revenue opportunity while spreading crowds across more hours.
Separately, Fanatics Betting and Gaming partnered with Boyd Gaming on August 25. The multi-year deal expands Fanatics’ retail and online sportsbook into Missouri.
The operators will open Fanatics-branded retail sportsbooks at two Boyd properties – Ameristar Casino Hotel Kansas City and Ameristar Casino Resort and Spa St. Charles. Missouri’s regulated sports betting market should open in December 2025.
Complex and Fanatics also announced the Billie Eilish x Mitchell & Ness NBA League Collection on October 3.
How This Reshapes Fanatics’ Business Strategy
The expansion lets Fanatics capture more revenue from its core audience. An extra day means more ticket sales, merchandise transactions and sponsorship deals.
The Boyd Gaming partnership gives Fanatics a presence in Missouri before the market officially launches. Two physical sportsbook locations plus online access creates multiple ways to reach customers.
Other operators will face an established competitor when Missouri opens. Fanatics entered through partnership rather than building alone, which speeds up market entry significantly.
The festival’s growth mirrors Fanatics’ broader push beyond merchandise. They’re building an ecosystem connecting commerce, betting and live experiences. Each piece strengthens the others.
Events like this also serve as marketing for the betting side. Fans who attend might later sign up for Fanatics Sportsbook when they return home.
