Fanatics Fest NYC returned to the Javits Center from July 16–19, bringing together the biggest names in sports, entertainment, collecting, and culture for four days of immersive fan experiences. As the official content partner, OBB captured the festival's biggest moments while supporting creative execution and brand builds across the event.

The 2026 festival featured hundreds of athletes, entertainers, creators, and cultural icons, with appearances from LeBron James, Tom Brady, Serena Williams, Aaron Judge, Kevin Durant, David Beckham, Jalen Brunson, Eli Manning, Kevin Hart, JAY-Z, and more. Highlights included Justin Bieber competing in the Fanatics Games, Travis Scott closing out the weekend with a live performance, Rob Gronkowski getting dunked into a tank of Raising Cane's sauce, and Marcello Hernández making a surprise appearance on Cold as Balls. Timed with FIFA World Cup Final weekend, Fanatics Fest once again transformed New York City into the center of sports, fandom, collecting, and culture.