FIFA Announces Official Partnership with Fanatics Fest NYC Ahead of FIFA World Cup 2026™
World’s #1 sports fan festival returns to the Javits Center in New York City from July 16–19, with FIFA-specific programming, activities, and exclusive retail
Fanatics Fest NYC, the world’s leading sports fan festival bringing together sports, culture, collectibles, live programming and immersive fan experiences, today announced an official partnership with FIFA, confirming a significant, multi-day presence at the 2026 festival taking place July 16–19 at the Javits Center.
Timed to coincide with the FIFA World Cup 2026™ Final weekend, FIFA will be featured throughout Fanatics Fest’s four-day event via immersive experiences, soccer legend appearances, World Cup match viewings, and integrated content moments within its branded activation space, which will be the festival’s largest. The collaboration will bring the energy of the greatest show on earth beyond the stadium, creating a city-wide moment for fans who want to experience more than the match itself.
“The FIFA World Cup 2026 Final Weekend is bigger than one match — it’s a global cultural moment,” said Lance Fensterman, CEO of Fanatics Events. “Fanatics Fest is built to meet that energy, and FIFA’s presence allows us to create a festival experience that feels connected to the scale, excitement, and global passion surrounding the FIFA World Cup.”
FIFA will also play a key role in the festival’s multi-day live competition, Fanatics Games, a high-stakes, cross-sport competition where everyday fans go head-to-head with some of the biggest names in sports for a $1 million grand prize. Within the competition, FIFA will activate a soccer-specific challenge where participants face off in a penalty kick shootout against a “fan goalkeeper” of their choosing.
Designed to celebrate competition, culture, and fandom, Fanatics Games brings together a total group of 50 professional athletes, celebrities, creators, and 50 everyday fans in a scored competition that blends athletic performance with an arena-level spectacle.
“FIFA is proud to collaborate with Fanatics Fest NYC during the FIFA World Cup 2026™ Finals weekend,” said Heimo Schirgi, FIFA’s Chief Event Operations Officer. “By combining sport, culture and entertainment, this partnership reflects our ambition to engage global audiences beyond the pitch and to create memorable experiences that resonate with fans around the world.”
Additional details around FIFA-driven experiences and moments will be announced as the festival approaches. Tickets for Fanatics Fest NYC are on sale now at FanaticsFest.com.