Interview Only: Michael Rubin, CEO of Fanatics, talks Fanatics Fest, the “Comic-Con of sports,” a unique, immersive fan experience.

Stephen A. Smith is a New York Times Bestselling Author, Executive Producer, host of ESPN's First Take, and co-host of NBA Countdown.

The Stephen A. Smith Show focused on the upcoming Fanatics Fest 2025 and a one-on-one interview with Fanatics CEO Michael Rubin.

🔹 Summary

This episode centers around the second annual Fanatics Fest NYC, a large-scale sports and culture festival created by Michael Rubin, CEO of Fanatics. Stephen A. Smith interviews Rubin about the event’s origins, growth, and what fans can expect this year. The conversation highlights:

• The expansion of Fanatics Fest from 70,000 attendees in its inaugural year to an expected 100,000+ in 2025.
• The inclusion of major sports leagues and brands like the NFL, NBA, FIFA, F1, Nike, and more.
• A new “Fanatics Games” competition with $2 million in prizes, featuring celebrities and fans.
• Appearances by high-profile athletes and entertainers including Tom Brady, Eli Manning, Jay-Z, Kevin Hart, and Travis Scott.
• Stephen A.’s excitement and involvement in the event, including his show First Take broadcasting live from the venue.

Strategic Messaging

• Fanatics Fest is positioned as the “Comic-Con of sports,” a unique, immersive fan experience.
• Rubin emphasizes inclusivity, fan engagement, and the blending of sports and pop culture.
• The event is also a brand-building exercise for Fanatics, aiming to become a “beloved company.”

🔹 Highlighted Quotes

“There had never been a sports festival… Fanatics was the only one that could bring all the sports together.”
— Michael Rubin on the uniqueness of Fanatics Fest.

“We want to build a beloved company… This is a small piece of how you do that.”
— Rubin on the deeper mission behind the event.

“I couldn’t believe how packed it was… and then Tom Brady showed up.”
— Stephen A. reflecting on the energy of the first Fanatics Fest.

“We’re doing the Fanatics Games… $2 million in total cash and prizes.”
— Rubin on the new competitive element of the event.

“I want the average fan to win.”
— Rubin emphasizing fan inclusion and accessibility.

🔹 Key Themes 1. 🎉 Fan Engagement & Experience

• Fanatics Fest is designed to be an immersive, interactive celebration of sports and culture.
• Activities include competitions, meet-and-greets, live shows, and brand activations.

2. 🌍 Sports as Pop Culture

• The event blends sports with music, fashion, and entertainment.
• Celebrities from various industries are involved, making it a cultural crossover event.

3. 🏆 Competition & Prizes

• The “Fanatics Games” introduces a competitive edge with real stakes.
• Both fans and celebrities participate, blurring the line between audience and performer.

4. 📈 Brand Building

• Fanatics is positioning itself not just as a retailer, but as a lifestyle and experience brand.
• The event is a strategic move to deepen emotional connections with fans.

5. 🤝 Community & Connection

• Rubin emphasizes bringing people together and creating memorable shared experiences.
• Stephen A. highlights the camaraderie and excitement of being part of something big.

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