We love giving our interns the ability to be out and about listening and learning. Great observations here from Elon’s Luke Silpe, who got to spend a few days in the Javits Center craziness. Fanatics Fest was an epic event for someone like me who spent his childhood around baseball. We’re talking about stepping into a world where fan culture, business opportunity and full on branding collide at scale. While the event was designed to showcase every major sport, baseball was placed prominently at the core of the action. There were several signings from both legends and current stars, and fans came in droves, fully prepared—carrying baseballs, jerseys, and graded cards in hopes of securing a signature. For those convinced of certain benefits of sporting a premium-priced VIP badge, autographs still came at a price (and they weren’t cheap) and only at the end of a long line. True baseball fans who were seeking a genuine moment with a star they’ve admired for years seemed content to mingle with the hoards of opportunists looking to make an immediate trade on a collectible or autographed memorabilia that was birthed right at the event.
The Hobby Still Hits
The sports card section had some of the most consistent energy all weekend. Fanatics and Topps boasted massive setups with live breaks, product drops, and customization stations. What made this section so enthralling was the combination of high-energy baseball card collectors and enthusiasts. Perhaps these fans were especially well-grounded from long term exposure to peanuts and hot dogs on summer days at the ball park. It was easy to strike up a conversation with assorted vendors who wanted to talk more about the stories behind cards and not just the current dollar value. Amongst this crowd, I noticed a young fan pull a low-numbered insert only to be immediately swarmed by other fans hyped up for him. That kind of shared excitement is what makes the hobby feel alive.
QR codes were ubiquitous, with nearly every booth in sight with some version of “scan this, enter your email, and win.” Some scans sucked you in with a free pack, others entered you into a raffle, while a select few handed out real prizes. It was smart marketing in a packed space with endless foot traffic, all designed to give brands a quick way to engage with people who might’ve otherwise just been free sprinted passerby’s.
ESPN’s First Take filming live, Stephen A. Smith on set helps spark a high energy crowd.
With loud music and fanfare, there were also a number of interactive games set up around the floor including a football toss, basketball shooting, a soccer goal, and even a hockey station. The coolest part? Celebrities actually showed up to compete in the games. Tom Brady and Eli Manning went head to head in a football game at one point, predictably drawing one of the biggest single crowds. The interaction and live action generated excitement to give participants the feel of an all out festival celebrating the world of sports and competition. For the attendees, this was more than just getting cards or autographs.
Where It Hit and Where It Missed
The big brands showed up and made a big splash, but it was actually the small businesses and lesser-known vendors that gave the event some personality. Whether it was niche grading services, creators selling custom memorabilia, or upstart card companies trying to break in, there was hustle behind every booth. Even certain non-sports brands like Dude Wipes and Raising Cane’s were there and somehow it all fit into the eclectic assortment of enterprises. This wasn’t just about cards or sports anymore. This was a pedal to the medal lifestyle event.
FIFA’s activation drew major attention all weekend. Gianni Infantino made an appearance to unveil their Club World Cup promo.
Here and there, you would find a couple of misses. For one, there was an overall shortage of women’s sports representation at the event. The event planners will need to step this up to engage a broader audience. While WNBA players and panels were highlights at last year events, this time around, all that we could find were a few Paige Bueckers and Caitlin Clark jerseys for sale. With so much attention on women’s basketball amongst a growing number of sports enthusiasts, the lack of a real platform for this space was a big missed opportunity.
Overall, the event felt like a level-up from last year in terms of layout, interactivity, and energy. VIP access may have helped a bit with entry, but if you wanted autographs or experiences, you still had to pay up. If you plan on attending next year, be sure to bring something to get signed that’s small enough for easy carry around a big event. Remember not to walk too fast or you might miss some incredible innovation and content at the smaller booths. And come ready to scan a lot of QR codes.
Fanatics Fest isn’t perfect, but it’s an exciting event that offers a glimpse into sports culture for fans, collectors, and small brands trying to break through.
