Autographs
Fanatics revolutionizing card show, sports fan experience with expanding Fanatics Fest NYC
As the sports world descends on New York City for the FIFA World Cup Final, another arena of competition, nostalgia and celebrity will be unfolding just across the Hudson River.
Fanatics Fest NYC returns to the Javits Convention Center with its boldest ambitions yet—a four-day takeover designed to turn Manhattan into the center of global sports fandom.
The timing of the July 16-19 sports festival is no accident. The show’s closing day coincides with the World Cup Final at MetLife Stadium, creating a rare convergence of two massive sports events.
As the festival enters its third year, the event is becoming something larger than a memorabilia show. It is evolving into a sprawling live-media ecosystem where sports, celebrity, collectibles and content creation collide under one roof.
“There’s been an evolution,” Lance Fensterman, CEO of Fanatics Events, said of the show. “We learned a few things [from last year]. One of the biggest was that we wanted more content and content everywhere. Last year, we had a couple of stages, and this year we’re expanding to five stages all over the place so there’s always something happening and always content for people to consume.”
Related Content:
That philosophy—constant movement and engagement—is shaping nearly every aspect of the 2026 edition. Organizers are expanding the footprint by roughly 20 percent while redesigning the layout to create a more immersive environment. The addition of a fourth day, beginning with a Thursday preview, was added because demand and programming had outgrown the previous schedule.
“We also added a fourth day because we realized we needed more room, both physically and on the calendar, to add more experiences and more content,” Fensterman added.
CARDS & COLLECTIBLES
The show’s core remains the booming world of sports collectibles, where trading cards, signed memorabilia and nostalgia-driven fandom have become one of the fastest-growing sectors of sports culture. Fanatics has leaned heavily into that momentum through its ownership of Topps and broader expansion into collectibles. Fanatics Fest has increasingly become a live embodiment of that strategy.
“The collectibles and trading card section is also evolving,” Fensterman said. “Instead of feeling separated from the rest of the convention, dealers and hobby brands will now run directly through the middle of the venue with Topps anchored at the center so the hobby feels fully integrated into the overall experience.”
The company is also launching a new initiative called “Card Combine,” an interactive entry point designed to make collecting more accessible for newcomers.
“The goal is to teach people how to get into collecting in a fun, hands-on way,” Fensterman said. “Dealers friendly to beginners and lower-priced inventory like dollar bins will also be highlighted for newer collectors.”
One complaint was that the show’s card area was loaded with high-end cards, but nothing affordable. This push toward accessibility reflects a broader shift in how Fanatics views the event. While hardcore collectors remain foundational, the festival increasingly aims to welcome families and first-time attendees.
CELEBRITY WATCH
The biggest attraction remains the possibility that fans can encounter some of the biggest names in sports and entertainment from just a few feet away. This year’s lineup once again includes a star-studded list of athletes and celebrities, including John Cena, Kevin Durant, Brett Favre, Joe Montana and Mike Tyson. Many will be signing autographs and appearing on panels.
Organizers have also redesigned the venue specifically to maximize those moments.
“We redesigned the entire floor plan,” Fensterman said. “Fans loved the proximity to athletes and celebrities last year—the feeling that you could turn around and unexpectedly run into someone famous. We wanted to make that an even bigger part of the show.”
To accomplish that, Fanatics has created what Fensterman calls “talent highways,” controlled pathways cutting directly through the convention floor.
“It’s kind of like a golf tournament setup where people line the ropes while players move through. Fans will still be able to take pictures and selfies from just a few feet away,” he added.
On the show’s lower level, the autograph and photo area will also be transformed into a much larger activation area called “Hometown Village,” where New York-area sports teams will maintain a visible presence throughout the show.
Fanatics said it is also attempting to rethink one of the least glamorous aspects of any convention experience—waiting in line.
“We also built a podcast stage right next to the autograph and photo area because when people are waiting in line for autographs or photos, they’ll now be able to sit and listen to live podcasts and watch content while they wait,” Fensterman said. “The whole idea is figuring out how to bring more content to more parts of the show and keep people entertained while they’re hanging out.”
That same emphasis on spectacle and entertainment is reshaping Fanatics Games, the live competition series introduced in 2025 and won by Tom Brady. The event, pitting athletes against regular fans, was another chance to be entertained while walking the showroom floor.
“We launched it last year almost as a crazy last-minute idea, and it worked. It was really exciting,” Fensterman said.
The concept is returning on a much larger scale.
“This year we’re expanding it significantly,” he said. “We rebuilt all of the games and redesigned the viewing experience. Last year, people had to crowd around to see what was happening, but now we’ve built risers at every station so fans can actually sit and watch comfortably. We’re also livestreaming the entire thing, and afterward we’ll cut it into clips people can watch online.”
SOCCER SPOTLIGHT
The World Cup connection may ultimately become the defining feature of this coming edition. FIFA will have the largest footprint of any league or corporate booth, underscoring Fanatics’ ambitions to broaden its reach beyond North American audiences and capitalize on soccer’s exploding popularity in the United States.
This comes as FIFA announced that the pre-match press conference for the World Cup final featuring both coaches will take place at Fanatics Fest on July 17. FIFA and Fanatics have also signed an exclusive collectibles licensing deal that features trading cards and stickers starting in 2031.
FIFA Chief Event Operations Officer Heimo Schirgi said they are excited by the partnership with Fanatics.
“By combining sport, culture, and entertainment, this partnership reflects our ambition to engage global audiences beyond the pitch and to create memorable experiences that resonate with fans around the world,” he said.
Fensterman agreed, saying the show has grown in popularity and will continue to be seen as a must-attend event in the future. No longer interested in bringing the event to multiple U.S. cities, Fanatics plans to host the show in New York every June going forward.
“Most ticket buyers are still from the [New York] tri-state area, but we do see it growing into a global sports event over time,” he said. “This year especially, with the FIFA World Cup connection, the international element is getting much bigger.”
For tickets to Fanatics Fest NYC, click here.
Clemente Lisi
