Created by Fanatics CEO Michael Rubin, the event is less a convention and more a cultural phenomenon. In just two years, Fanatics Fest has exploded in size and influence - drawing over 125,000 attendees to its most recent run in New York City, up from 70,000 in its inaugural year. With programming that ranges from celebrity panels and athlete meet-and-greets to high-stakes competitions and nostalgic memorabilia exhibits, Fanatics Fest is poised to be the ultimate playground for collectors, superfans, and casual sports lovers alike.
The San Diego edition is expected to bring the same high-octane format that made headlines in June. In New York, fans witnessed everything from Kevin Durant learning of a live trade on stage, to Tom Brady winning the $1 million Fanatics Games competition - later giving away his winnings to charity and fellow contestants. Attendees at past fests have caught glimpses of LeBron James, Jay-Z, Travis Scott, Joe Montana, Victor Wembanyama, Ice Cube, and even screen-used props like the Back to the Future II Grays Sports Almanac. A temporary version of Jay-Z’s 40/40 Club was even constructed inside the venue, serving as a VIP retreat while fans gawked from the floor below.
While the full lineup for San Diego’s event has yet to be announced, Rubin’s track record - backed by Fanatics’ vast partnerships across leagues and media—promises a deep bench of talent from the NFL, NBA, MLB, UFC, and beyond. Expect podcast tapings, trading card and memorabilia showcases, live music, wrestling theatrics, cosplay-worthy entrances, and interactive events like the now-infamous Fanatics Games, where fans and celebs face off in competitive challenges.
Fanatics is betting big on more than just celebrity appearances. The event is also a case study in the "experience economy," aiming to create moments fans can’t find on screens or social media alone. "It’s for people who want to feel something," said Fanatics Events CEO Lance Festerman. "It’s about building a moment that connects people - to athletes, to culture, and to each other."
Fanatics Fest San Diego will unfold over three days at San Diego Convention Center. If the New York fests were any indication, this will be a landmark weekend of spectacle, sports, and serendipity - with the potential to put San Diego at the center of the sports universe to close out 2025.
For more information, visit fanaticsfest.com.
Originally published on July 1, 2025.
