Fanatics, OBB Media Ink 10-Year Deal for Fanatics Fest

Fanatics is planning to double down on Fanatics Fest, its annual experiential event in New York, and has inked a long-term deal with its partner OBB Media to do so.

The companies say that they have inked a 10-year partnership that will see them work together on Fanatics Fest for the foreseeable future. The third installment of the event, which touches on all aspects of sports and sports culture, will return to New York’s Jacob Javits Center next July, tied to the FIFA World Cup. They are also adding a fourth day to the event, which has attracted true A-listers from the world of sports and entertainment in its first two installments.

This year’s event, for example, saw LeBron James, Tom Brady, Kevin Costner, Spike Lee, Jay-Z, Travis Scott, NBA star Victor Wembanyama, and YouTuber Kai Cenat among those attending.

OBB Media produces the event alongside Fanatics Events, and is also its official content partner, producing programming like an all access documentary about the event that ran on ESPN, as well as branded content for partners. Bolded, OBB’s Branded Content Studio, works alongside Fanatics to deliver branded content and integrations for partners.

“OBB has brought an incredible energy to Fanatics Fest since we started in 2024, and having them work hand-in-hand with our team has taken the content and production surrounding the event to the next level,” said Fanatics CEO Michael Rubin in a statement. “Their team and ours share a passion for relentlessly enhancing the fan experience, and I can’t wait to see what we can dream up together over the next decade as we continue to make Fanatics Fest the absolute can’t miss sports, collecting and entertainment event.”

“Fanatics Fest is a one-of-a-kind event at the intersection of sports, content, culture, and community, and we’re excited to be solidifying our partnership with Michael, Lance, Tucker, and the entire first-class team at Fanatics,” added Michael D. Ratner, founder & CEO of OBB. “We look forward to building upon the already incredible platform that Fanatics has established, bringing dreams to life for sports fans, and taking Fanatics Fest to even greater heights over the next decade.”

Fanatics launched Fanatics fest in 2024, betting that a “comic-con for sports” would resonate with consumers, and that they were the ones to do it. Rubin, who has one of the widest rolodexes in the sports world, took it upon himself to help populate the event with stars.

“It’s a heck of a challenge, I wouldn’t say it’s fun. Most of what we do is fun, I don’t consider this to be fun,” Rubin quipped in an interview withThe Hollywood Reporter. “Look, what I will tell you is, there’s not another company in the world that could create Fanatics Fest, because putting it on the show is hard enough. But then, we’re going to have 300, 400 of the biggest athletes, celebrities, artists in the world come together. It’s really because of the broader partnerships that they have with Fanatics. Everyone coming here is someone that has a partnership with Fanatics, and that’s why they come.”