Why Michael Rubin Created Fanatics Fest: The Vision Behind Sports’ Ultimate Fan Experience

By Jason Bolton June 20, 2025 07:03

Michael Rubin, the visionary founder and CEO of Fanatics, has long been a transformative figure in sports commerce, but with the creation of Fanatics Fest, he has redefined what it means to engage sports fans on a cultural level. Launched in 2024 at New York City’s Javits Center, Fanatics Fest is more than a merchandise expo it’s an immersive celebration of sports fandom designed to unite athletes, collectors, and fans in a way never seen before.

The Genesis of Fanatics Fest: From Inspiration to Innovation

Rubin’s inspiration for Fanatics Fest came from a blend of experiences at two iconic events. After attending the National Sports Collectors Convention, which draws over 100,000 attendees annually, Rubin recognized the passion and scale but felt the event lacked evolution. “It doesn’t look that different from when you and I were kids,” he told CNBC. Seeking a fresh approach, Rubin looked to Comic Con, an event renowned for its energy, spectacle, and immersive fan culture. “That’s why I went to Comic Con… I said, ‘This is spectacular, why aren’t we having this for sports?’” Rubin explained. He then connected with Lance Festerman, Comic Con’s organizer, to bring that vision to life under the Fanatics umbrella.

A Festival Tailored for the Ultimate Fan Experience

Fanatics Fest is designed to be the “Comic Con for sports,” blending elements of a trade show, fan convention, and music festival. The inaugural event attracted over 70,000 attendees and featured a star-studded lineup including Tom Brady, Peyton and Eli Manning, Allen Iverson, and Hulk Hogan. Attendees enjoyed autograph sessions, photo opportunities, live podcast recordings, and onstage panels featuring sports legends alongside cultural icons like Lil Wayne and Ben Stiller. This multifaceted approach reflects Rubin’s commitment to creating a festival that celebrates not only sports but its intersection with entertainment and culture.

Rubin’s Vision: Connecting Fans to Sports in a New Way

At its core, Fanatics Fest embodies Rubin’s broader mission to revolutionize the fan experience. His company, valued at $31 billion, operates across licensed merchandise, trading cards, collectibles, sports betting, and live commerce, all aimed at serving over 100 million fans globally. Rubin sees Fanatics Fest as a strategic extension of this ecosystem not primarily a revenue generator but a powerful marketing vehicle. “It’s about uniting the best aspects of Fanatics and the entire sports ecosystem for fans,” Rubin said. He emphasized that in an era where connecting with consumers is increasingly challenging, Fanatics Fest represents one of the company’s most valuable intellectual properties.

The Personal Touch and Cultural Impact

Rubin’s hands-on leadership was evident throughout the festival. From signing autographs to engaging with fans, he immersed himself fully in the experience, embodying the passion that fuels Fanatics’ success. Beyond commerce, Rubin’s philanthropic efforts, including partnerships with Make-A-Wish and his role co-chairing the REFORM Alliance for criminal justice reform, reflect a commitment to leveraging sports culture for positive societal impact.

Looking Ahead: Fanatics Fest as a Cultural Mainstay

As Fanatics Fest prepares for its 2025 edition, Rubin’s vision remains clear: to create an annual gathering that celebrates the evolving culture of sports fandom in all its dimensions. By blending commerce, culture, and community, Fanatics Fest is poised to become the ultimate fan experience a place where sports, entertainment, and passion collide in unforgettable ways.