Fanatics, a leading sports merchandise company, is venturing into the events industry with the launch of Fanatics Events. The new vertical is a collaboration with IMG, a subsidiary of global entertainment giant Endeavor. The move aims to capitalize on Fanatics’ diverse range of business ventures, such as merchandise, memorabilia, fashion, music, trading cards, and sports betting. Fanatics Events plans to organize fan festivals featuring athletes and brands from across the industry, similar to Comic Con or the NFL Experience.
To lead the venture, Fanatics has hired Lance Fensterman, the former president of ReedPop, a popular pop culture event business known for organizing events like New York Comic Con and PAX. Fensterman will serve as the CEO of Fanatics Events, which will be majority-owned by Fanatics, with IMG holding a significant minority stake.
The initial focus of the events will be on trading cards and collectibles, areas in which Fanatics has already made substantial investments. The company plans to revamp traditional card shows by incorporating more modern and fan-centric features. Additionally, Fanatics Live, the company’s video commerce division, will play a role in the events by showcasing appearances from athletes and delivering collectibles-specific content, such as trading card breaking.
Fanatics Events aims to provide a holistic experience for fans, with limited edition apparel drops, musical performances, celebrity talks, and, where legally permissible, integration of the company’s sports betting efforts. The events will not only serve as a platform for Fanatics’ athlete, team, league, and union partners, many of whom are investors in the company, but will also leverage the company’s extensive network of over 90 million sports fans globally.
IMG, known for its expertise in global events, will bring its vast network of clients and partners to support and expand the new venture. The collaboration between Fanatics and IMG is expected to further strengthen the event business and create exciting opportunities for both companies.
Fanatics’ expansion into various verticals has contributed significantly to its rapid growth in recent years. The company has ventured into trading cards, live shopping, NFTs, music apparel, and has expanded its manufacturing capacity on behalf of Nike. With each new vertical, Fanatics leverages its extensive fan database and relationships across major sports to quickly market its products.
The launch of Fanatics Events signifies another milestone for the company as it continues to innovate and diversify its business offerings. By tapping into the passion of sports fans, combining it with the allure of exclusive events, and incorporating various entertainment elements, Fanatics aims to create a unique and immersive experience for fans globally.
As the sports industry continues to evolve, sports merchandise companies like Fanatics are exploring new avenues to engage with fans and capitalize on their enthusiasm. The launch of Fanatics Events represents the company’s commitment to staying at the forefront of the industry through strategic partnerships, innovative ventures, and a deep understanding of fan culture.
