Rubin joins Boardroom Talks to discuss Fanatics Fest’s rapid growth, the White Party, FIFA’s historic partnership, and building “Sports Week” in NYC.
Just days after hosting his annual White Party in the Hamptons, Michael Rubin was already focused on his next massive production: Fanatics Fest. Sitting down with Rich Kleiman on the latest episode of Boardroom Talks, the Fanatics CEO broke down how the sports festival has evolved into one of the industry’s biggest annual events, why it’s become a magnet for athletes, leagues, and brands, and how it’s reshaping New York City’s sports calendar.
Rubin admitted that Fanatics Fest has grown far beyond what he envisioned when the idea first struck him.
“I walked into Comic-Con and said, ‘Why don’t we have this for sports fans?'” Rubin said. “It’s gone, I think, in a lot of ways, bigger and better than we could have ever imagined.”
Now entering its third year, Fanatics Fest is expected to welcome nearly 200,000 fans over four days at the Javits Center from July 16-19, bringing together some of the biggest names in sports, entertainment, and business under one roof. For Rubin, the event’s biggest advantage is Fanatics’ unique position across the sports ecosystem.
“No other company other than Fanatics would have had the relationships with all the different sports properties and all the different athletes necessary to really bring this whole thing together,” he said.
One of this year’s marquee additions is FIFA‘s official World Cup Final press conference, which will be held at Fanatics Fest instead of the championship venue — the first time in tournament history the event has been moved.
Rubin called the decision an easy sell because it creates a far better experience for fans: “Is a press conference better at MetLife, not in front of fans, or is it better in front of tens of thousands of rabid sports fans?”
The timing also aligns with what Rubin believes is becoming “Sports Week” in New York City. With the ESPYs relocating to New York, the Yankees hosting the Dodgers in their first series post-MLB All-Star break, WWE Main Event, and the FIFA World Cup Final all taking place during the same stretch, Rubin sees Fanatics Fest becoming the centerpiece of an unprecedented week for the industry.
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Despite the scale, Rubin made it clear Fanatics Fest isn’t designed as a profit center.
“Between ourselves and our partners, it’ll cost $80 to $90 million to produce this year,” he said. “This is where I give back to fans.”
Instead, the value comes from creating opportunities for every stakeholder involved. Athletes strengthen relationships with fans, leagues showcase their brands, sponsors activate in meaningful ways, and legends from past generations can earn income through autograph sessions and fan experiences.
Rubin estimated Fanatics will pay roughly $10 million across hundreds of athletes for signings and appearances, while current stars like Kevin Durant and LeBron James often participate simply because they enjoy engaging directly with fans.
As Kleiman noted, the event has also become a business hub, creating opportunities well beyond the convention floor. That includes Boardroom moving its Game Plan summit with CNBC to Fanatics Fest, allowing conversations featuring James, Durant, Adam Silver, Jimmy Pitaro, Lindsey Vonn, and more to take place in front of thousands of fans.
Even after receiving offers from governments and international leaders to move the event elsewhere, Rubin says Fanatics Fest is staying put.
“This is New York’s to lose,” Rubin said. “So long as New York treats us great, I want to keep this in New York.”
As Fanatics Fest continues to grow, Rubin’s vision hasn’t changed: one city, one weekend, and one event built entirely around the sports fan.
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