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The digital revolution opened up a universe of alternative for entrepreneurs. Hundreds of thousands could be reached in seconds with only a few clicks. However in a screen-saturated world, folks crave one thing deeper: an actual connection.
“In comparison with a digital advertising marketing campaign, stay occasions could attain fewer folks,” says Fanatics Occasions CEO Lance Fensterman. “However digital is shallow. It is a fast scroll and transfer on. Reside occasions are deep and immersive. They let you really work together with followers and provides them experiences they will always remember.”
Fensterman put that philosophy into motion in his first yr at Fanatics, main the launch of Fanatics Fest NYC in 2024, a three-day pageant that blends sports activities, tradition and leisure into one in-person expertise. The inaugural occasion drew over 70,000 attendees final summer season.
This weekend, Fanatics Fest returns to the Javits Heart, with Fensterman on the helm as soon as once more, bringing collectively greater than 500 athletes, celebrities and artists — together with Tom Brady, LeBron James, Travis Scott and Kevin Hart — from June 20–22.
Fanatics Fest is an bold enterprise, nevertheless it’s in skilled arms. Earlier than becoming a member of Fanatics, Fensterman served as president of ReedPop, the place he helped flip area of interest gatherings into main popular culture occasions like New York Comedian Con, ComplexCon and Star Wars Celebration.
“If you consider the early days of Comedian Con, these had been individuals who did not have a spot,” Fensterman recollects. “We constructed this world the place they weren’t simply secure, however they had been stars.”
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Deal with the followers
The sports activities world brings its personal set of challenges, however Fensterman’s mission stays the identical: convey folks collectively round a shared ardour.
“A constant theme all through my profession has been giving followers what they need,” he says. “When you are able to do that, you create moments and experiences they will always remember.”
That fan-first mindset is very necessary when navigating the various and sometimes divided panorama of sports activities tradition.
“Sports activities followers are tribal,” Fensterman says. “They group round particular groups or leagues.”
The self-described nerd likens it to Harry Potter homes, tight-knit communities with distinct identities. WWE followers, for instance, are fiercely loyal however could also be much less inclined to interact with followers of different sports activities.
“If you have a look at different sports activities occasions, they’re largely organized by crew or sport,” he notes, pointing to NBA All-Star Weekend and the NFL’s Tremendous Bowl Expertise. “We have tried to zoom out and present folks there’s a complete world the place sports activities, leisure and tradition intersect—no matter tribe.”
Consider it like a music pageant. You may present up for the headliner however find yourself discovering two side-stage acts you fall in love with — or years later, brag that you just noticed a breakout band earlier than they made it massive. That is the type of environment Fensterman needs to create at Fanatics Fest.
“What you are hoping is, somebody comes as a result of they needed to see the New York Greats panel, however then they rediscover their love of card accumulating, or they catch a simulcast of the Membership World Cup and understand European soccer is definitely actually cool,” he says. “These sorts of cross-pollination moments are thrilling — when followers come for one factor and find yourself connecting with one thing totally new.”
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Management the chaos
The flip aspect of planning one thing this all-encompassing is understanding when to cease.
“Fanatics is probably the most bold group I’ve ever been round,” Fensterman says, noting he was nonetheless making tweaks to the schedule the morning of our interview. “However we have now to go pencils down in some unspecified time in the future, as a result of we have now to bodily construct all of this.”
As soon as they’ve finalized the schedule, Fensterman and crew face the daunting problem of escorting A-Listers via a raucous crowd of avid sports activities followers with out incident.
“It is all about giving followers a frictionless expertise to entry the issues they love,” Fensterman says. “We do not need expertise or athletes sneaking via again corridors— we would like them transferring via the crowds. However the problem is, how do you try this with out somebody like LeBron James getting overrun?”
Regardless of how meticulously Fensterman and his crew plan, the one method to perceive the logistics of a behemoth like that is to expertise it. And after final yr, they know what to anticipate.
“My focus is on making new errors,” Fentsterman says. “It is about fixed innovation–fixing what did not work final yr, attempting daring new concepts and making a tradition the place folks really feel secure to experiment, take dangers and push boundaries.”
Elevate the expertise
This yr’s Fanatics Fest is about to be 4 instances larger than final yr’s occasion, with twice the employees — and with that development comes a small bump in ticket costs. However Fensterman says the added price is nicely value it.
“We raised costs barely this yr as a result of we felt there was room to take action,” he explains. “Even throughout financial downturns, it is nonetheless an ideal worth. In comparison with the price of a film per hour, 10 to 12 hours of immersive leisure is an reasonably priced means for a household to spend the day doing one thing particular.”
One in all this yr’s largest additions is Fanatics Video games, the place a fortunate group of followers will get the once-in-a-lifetime likelihood to compete towards 50 of the largest names in sports activities and leisure in a collection of ability challenges, with prizes as much as $1 million in money. The star-studded lineup contains LeBron James, Tom Brady, Kevin Durant, DJ Khaled, John Cena, Joe Burrow, Kai Cenat and lots of extra.
Fanatics Fest 2025 is in contrast to something the sports activities world has seen. From its star-studded lineup, to its mission of uniting followers throughout all sports activities, to its distinctive choices like Fanatics Video games, Fensterman and his crew are ushering in a brand new period of sports activities occasions.
The one query now’s how they will high it subsequent yr.
The digital revolution opened up a universe of alternative for entrepreneurs. Hundreds of thousands could be reached in seconds with only a few clicks. However in a screen-saturated world, folks crave one thing deeper: an actual connection.
“In comparison with a digital advertising marketing campaign, stay occasions could attain fewer folks,” says Fanatics Occasions CEO Lance Fensterman. “However digital is shallow. It is a fast scroll and transfer on. Reside occasions are deep and immersive. They let you really work together with followers and provides them experiences they will always remember.”
Fensterman put that philosophy into motion in his first yr at Fanatics, main the launch of Fanatics Fest NYC in 2024, a three-day pageant that blends sports activities, tradition and leisure into one in-person expertise. The inaugural occasion drew over 70,000 attendees final summer season.
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