Fanatics Fest, held last week in New York, has been a pivotal success, as Fanatics confirm. Over 125K collectors and fans visited Midtown Manhattan's Javits Center through the weekend, and after all the events and happenings at sports' own version of 'comic con', Fanatics is very happy with the results. In fact, it's official: Fanatics Fest will return in 2026.

Over the weekend, more than 125,000 fans flooded Midtown Manhattan's Javits Center for Fanatics Fest 2025, a sports and collectibles extravaganza that has quickly evolved into one of the most anticipated events on the hobby calendar. What began as a bold experiment in 2024 has now solidified its place in the industry, with organizers confirming the event will return to New York City next summer.

Fanatics Events Chief Executive Officer Lance Fensterman shared his enthusiasm for the results, calling the second edition "awesome" and a validation of the concept that blends the energy of comic cons with the passion of sports culture.

"Last year, we had a good idea that we needed to prove was actually wanted and had a purpose," said Fensterman. "This year was about how we make it awesome, and I think we accomplished that."

Fan feedback and metrics point to growth

Fanatics Fest 2025 was considered a win within the company. Key divisions - including athlete relations, merchandising, gaming, and live streaming - worked in tandem to enhance the attendee experience. But the most striking improvements came from external feedback.

Fanatics reported that the event's net promoter score or NPS, a key metric for customer satisfaction, rose by 110% among fans. Exhibitor satisfaction jumped even more sharply, with NPS scores increasing 200% from last year, indicating that brands, leagues, and dealers saw meaningful improvements.

Fanatics Games steals the spotlight

Of all the attractions, the standout hit was Fanatics Games, a high-energy contest that pitted everyday fans against professional athletes and celebrities in eight skill-based challenges. The stakes were high, with $2 million in prizes and cash up for grabs.

NFL legend Tom Brady emerged victorious, claiming the $1 million top prize. But in a move that elevated the event’s heart and message, Brady shared the wealth - giving $5,000 each to 50 fans who participated and donating the remaining prize to charity.

Fan favorite Matt Dennish, a high school teacher from York, Pennsylvania, finished as the top-ranked fan. Dennish secured third place and traded his prize - a rare LeBron James Topps Chrome card - to Brady for $250,000 along with a signed jersey and card. "It was something we kind of made up from scratch," Fensterman said of the competition. "It had a lot of opportunities to go very poorly... and it didn't."

Room for refinement

Despite the success, organizers acknowledge there's still room to grow. While trading card dealers saw a marked improvement from the inaugural year, some logistical issues hampered setup on Friday. Fensterman assured that such problems are fixable.

One major focus for 2026 will be expanding niche content and hobby-focused programming. Organizers hope to deliver more specialized panels and experiences that cater to specific collector communities while retaining the event's mass appeal.

Another highlight to be expanded is "athlete proximity." Fanatics aims to increase the number of organic fan-athlete interactions while making the experience smoother behind the scenes. "It sort of felt like, beginning to end, that what we were trying to accomplish around this intersection of sports culture, entertainment and collecting, was being embraced by the community we were building it for," said Fensterman.

Financial turnaround and future plans

After posting an estimated $15 million loss in 2024, Fanatics Fest 2025 saw a 'significant' financial improvement, though Fanatics declined to disclose exact figures. For the company, the focus remains on long-term community building rather than short-term profits. Fanatics has confirmed the event will return to New York City in 2026, and plans are already in motion to further develop the format and possibly expand to new markets.

"We've proven that there is a need and desire, and that when done well it resonates with fans, brands, and athletes," said Fensterman. "How we choose to play in that space going forward is a fun question that we'll get to answer in the coming months."