Fanatics Events

What Fanatics Events does

Fanatics Events is a wholly owned business division of Fanatics Inc. (Fanatics Holdings, Inc.), established in 2023 in partnership with IMG to build what the company describes as the largest network of sports and collector fan events in the world. The division produces large-scale, ticketed, multi-day live events anchored by its flagship Fanatics Fest NYC at the Jacob K. Javits Convention Center in New York, drawing 125,000+ attendees across three days in 2025, up from 70,000 in its 2024 inaugural edition. Event programming combines celebrity athlete appearances (Tom Brady, LeBron James, Jay-Z, Kevin Durant, Serena Williams, Novak Djokovic), the Museum of Greatness memorabilia exhibit (over $200 million of artifacts), the Fanatics Games Pros vs. Joes competition with ~$2 million in prizes, exclusive Topps card releases, and VIP activations such as the 40/40 Club pop-up operated with Fanatics Sportsbook.

Revenue is generated through three primary streams: ticketing and on-site attendance (transaction-based), event sponsorships and brand partnerships (including the Qatar government, FIFA, and entertainment brands), and exclusive merchandise and memorabilia sales. The division's technology stack is not separately disclosed; the operational backbone is the Fanatics corporate ecosystem — Fanatics Commerce, Collectibles (Topps, Lids, Mitchell & Ness), Betting & Gaming, Advertising, and the Fanatics ONE loyalty program — which provides cross-promotion across more than 100 million reachable fans, 900+ sports properties, and 6,000+ athlete relationships.

Fanatics Events is privately held as part of Fanatics Holdings, Inc., with no separately reported financials. The unit is currently pursuing geographic expansion (Qatar partnership ahead of the 2034 World Cup), product-line extension (Fanatics Games, Fanatics Studios joint venture with OBB Media), and additional event formats (WWE World at WrestleMania in Philadelphia). The 2026 edition is scheduled for July 16-19 at the Javits Center with a 25% larger footprint of 650,000 square feet and 500+ athletes, aligned with the 2026 FIFA World Cup Final.

Name

Fanatics Events

Legal name

Fanatics Holdings, Inc.

Website

https://fanaticsinc.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Fanatics Events is the live-events division of Fanatics Inc., producing large-scale sports and collector fan festivals anchored by Fanatics Fest NYC at the Javits Center, featuring celebrity athletes, memorabilia exhibits, exclusive Topps card releases, and the Fanatics Games competition for sports fans, collectors, and brand sponsors.

Ownership category

akta.pro rank

Product category

Live Sports Events & Experiential Fan Entertainment

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Promoters of Performing Arts, Sports, and Similar Events (7113), Spectator Sports (71121)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sports Events & Match Tickets (THAJAFAE)

akta.pro secondary industries

Individual Sports Events (Tennis, Golf, Boxing/MMA, Athletics) (MPAGAMAC), Game-Used & Match-Worn Memorabilia Retail (CRAMAOAC), Virtual Fan Events & Meet-and-Greets (Q&A, VIP Access) (MPAGAOAG)

Keywords

• Live sports events
• Sports fan festivals
• Experiential marketing
• Sports memorabilia exhibitions
• Collector conventions

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Supply Chain, Others

Revenue model

1. Event Ticketing & Attendance: Fanatics Events generates revenue through ticket sales for its fan festivals and live events, including Fanatics Fest NYC which attracts over 125,000 attendees.
2. Event Sponsorships & Partnerships: Fanatics Events secures sponsorship deals for events such as the 5-year Qatar government partnership for Fanatics Fest and FIFA collaboration. Sponsorships include branded activations, VIP experiences (40/40 Club), and exclusive product releases.
3. Merchandise & Memorabilia Sales: Exclusive Topps card releases and commemorative merchandise are sold at events, including limited-edition collectibles and memorabilia with values exceeding $200 million exhibited at Fanatics Fest.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Fanatics Events operates the live-experiential division of Fanatics Inc., producing large-scale sports and collector fan festivals anchored by its flagship Fanatics Fest NYC event at the Javits Center. The division packages celebrity athlete appearances (Tom Brady, LeBron James, Jay-Z), memorabilia exhibitions (Museum of Greatness with $200M+ in artifacts), trading card releases, and competitive experiences (Fanatics Games) into ticketed multi-day events for sports fans and collectors.

Product overview

Fanatics Events operates as the live events division of Fanatics Inc., building the largest network of sports and collector fan events globally. The flagship offering is Fanatics Fest, an annual multi-day sports festival described as the 'Comic-Con of Sports.' Fanatics Fest features athlete appearances, exclusive trading card releases (including Topps), the Museum of Greatness exhibit showcasing memorabilia worth over $200 million, Fanatics Games competitions, and VIP experiences like the 40/40 Club pop-up. The division launched in 2023 in partnership with IMG and has grown rapidly from 70,000 attendees in 2024 to over 125,000 in 2025, with the 2026 edition aligning with the World Cup Final.

Differentiator

Problem solved

Functional benefit

Brands

• Fanatics Fest: The flagship annual sports and collector fan festival held at the Javits Center in New York City, featuring athlete appearances, memorabilia, trading cards, and interactive experiences
• Fanatics ONE

Quantifiable outcome

• Fanatics Fest 2025 attendance grew 79% year-over-year from 70,000 to 125,000
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and flagship.

• FIFAcoreStrategic or Co-development Partner · 7 April 2026FIFA partnered with Fanatics Fest NYC for their annual event from July 16-19, 2026, ahead of the 2026 World Cup Final to be played at MetLife Stadium on July 19. The partnership aligns the world's largest sporting event with the 'Comic-Con of Sports'.
• OBB MediacoreStrategic or Co-development Partner · 18 November 2025Fanatics inked a long-term 10-year deal with OBB Media to develop and expand Fanatics Fest, the company's flagship experiential event. OBB Media is an award-winning next-gen entertainment studio that co-created Fanatics Fest.
• Qatar GovernmentflagshipStrategic or Co-development Partner · 26 February 2025Fanatics deepened ties to Qatar via a new five-year government partnership including sponsorship of the company's flagship New York City fan festival, plus possibility of events in the Gulf state. Qatar is host of the 2034 FIFA World Cup.
• Jay-Z's 40/40 ClubflagshipGTM or Marketing PartnerJay-Z revived his legendary 40/40 Club for the third time at Fanatics Fest NYC 2026. The partnership with Fanatics Sportsbook and Casino creates a VIP lounge experience at the Javits Center event.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• ReedPop: Producer of New York Comic Con, the model Fanatics Fest explicitly emulates ('Comic-Con of Sports'). Operates fan conventions with celebrity-driven programming, ticketed experiences, and merchandise drops.
• Fan Expo HQ: Operates Fan Expo events across major US/Canadian cities. Closely comparable fan festival operator with similar celebrity-driven, ticketed fan convention model across pop culture verticals.
• National Sports Collectors Convention: Largest annual sports collectibles convention in the US, the most direct competitor for trading card and memorabilia enthusiast attendance and vendor partnerships.
• TKO Group Holdings (WWE): Operates WWE, the closest comparable in sports entertainment live events. WWE World at WrestleMania directly competes with Fanatics Fest for premium fan experience dollars and athlete celebrity-driven programming.

Others

• IMG (TKO/Endeavor): Original co-developer of Fanatics Events when the division launched in 2023. Remains a sports events, licensing, and athlete marketing peer for premium experience production capabilities.

Regional players

• Top Rank / Golden Boy Promotions: Premium combat sports event promoters (boxing) with similar ticketed, celebrity-driven, pay-per-experience event formats — comparable athlete-meets-fan monetization model in adjacent sports.

Broad incumbents

• Live Nation Entertainment: Largest live entertainment company globally. Owns/operates ticketed event infrastructure across sports, music, and comedy, and competes for sponsorship dollars and venue partnerships that Fanatics Events depends on.
• Endeavor Group Holdings: Sports and entertainment holding company (UFC, IMG, WME) that connects celebrity talent, sports IP, and live event production. Competes for athlete access and integrated sports marketing programs.
• AEG (Anschutz Entertainment Group): Owns and operates major sports and entertainment venues globally and runs fan experience programming. Competes for premium venue bookings and integrated sports hospitality deals.

Emerging players

• The Philly Show / Sportscard Guaranty: Regional sports card and collectibles show operator with adjacent sports memorabilia and authentication services that compete for collector attendance and trading card vendor relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/FanaticsJapan
• LinkedInlinkedin.com/company/fanatics-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fanatics Events