The company was founded in Jacksonville, Florida, by Michael Rubin in 2011 as an online retailer of licensed sportswear and merchandise for major collegiate and professional sports leagues and teams. Last year, 50 fans got to compete against 50 athletes and celebrities in eight events across all sports including hockey, baseball, basketball, football, wrestling, soccer, golf and mixed martial arts. Designed to celebrate competition, culture, and fandom, Fanatics Games once again brings together a total group of 50 professional athletes, celebrities, creators, and 50 everyday fans in a scored competition that blends Fanatics Casino athletic performance with an arena-level spectacle. Building on the success of its debut in 2025, year two of Fanatics Games introduces an expanded format, a $2 million total prize pool, and new nationwide qualifying opportunities through an exclusive partnership with DICK’S Sporting Goods.

In July 2023, Fanatics launched Fanatics Live, a live-commerce platform offering trading-card breaks, merchandise releases, and creator-hosted content. The deal cut the long-term partnership between FIFA and Panini, which had been the licensee for over five decades. In May 2026, it was revealed that Fanatics had signed an exclusive collective licensing deal with FIFA to become the exclusive licensor of collectible cards, stickers, and card games for the World Cup and other FIFA events. In 2023, Fanatics signed a deal to be the exclusive jersey supplier for the National Hockey League (NHL), replacing Adidas. The division has agreements with major professional leagues such as the NFL, NBA, MLB, NHL, MLS, Formula One, and the Australian Football League, as well as numerous collegiate programs. In addition to its website, the company operates more than 80 offices, manufacturing facilities, and fulfillment centers worldwide, including international distribution centers across Europe, Asia, and Australia.

"And it challenges all these athletes who feel like little kids again. Like, ‘Oh, I haven’t had to play hockey in a while, or I haven’t had to kick field goals.’ And because it’s all those new skills, it’s super compelling for the fans and the athletes competing. And the prizes are no joke." In addition, NHL players Jack Hughes, Quinn Hughes and Brock Nelson, who also won gold at the 2026 Winter Olympics, and Hockey Hall of Famer Henrik Lundqvist and Washington Capitals captain Alex Ovechkin, the NHL’s all-time goals leader, will be some of the hockey players in attendance throughout the weekend. "How do you do something that is a competition that gets athletes to go experience all of the different leagues at Fanatics Fest? The experience of Fanatics Fest is it’s all sports in all these leagues. And so how do we kind of create something that sits across all of it? So, that’s how it started."

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Fanatics estimates it will take each competitor about an hour to complete all eight challenges. A total of 50 athletes and celebrities are expected to face off against fans. Depending on your location, you can bet, play or trade, all in the same app, with the same account. Submit your application here and/or post your video to social media using #FanaticsGames. Fanatics Markets, a prediction-market platform developed in partnership with Crypto.com, was launched in December 2025 and made available in 24 states. Fanatics launched its first retail sportsbook in January 2023 in Northwest Stadium (formerly FedEx Field), establishing the NFL’s first sportsbook inside a stadium.

Clutch Kick Challenge

Competitors receive two attempts on a professional punching machine, with only their highest score counting. Each successful standard kick earns 2 points, while the bonus Money Ball kick is worth 5 points.

• Designed to celebrate competition, culture, and fandom, Fanatics Games once again 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.
• Since 2024, Fanatics is the exclusive ice hockey jersey supplier for all teams in the NHL.
• In April 2025, Fanatics Collectibles launched Fanatics Live in the UK following its success in the U.S.
• You must be at least 18 years of age to enter the Fanatics Games.

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Since 2024, Fanatics is the exclusive ice hockey jersey supplier for all teams in the NHL. One thing is certain — it will be a memorable weekend at Fanatics Fest regardless of who wins the Fanatics Games. "We’re leaning into things like money balls and other super-exciting things that have a chance to make this really play well on social media and really give fans a chance to do well if they’re not a professional in a certain sport." Last year, Dennish was one of several fans who more than held their own against the biggest athletes in the world, several of whom have been invited back to compete this year. Fans were able to apply via video submission as well as at qualifiers held at Dick’s Sporting Goods around the country.

Video requirements:

Fanatics Games will take place over a three-day span during Fanatics Fest NYC 2025 at the Javits Center from June 20-22. Here’s everything you need to know about the three-day competition. Your Fanatics experience doesn’t stop at state lines. By submitting this application I agree to the Terms & Conditions

Candy Digital secured an exclusive, long-term agreement with MLB as its first content partner. In May 2021, Rubin co-founded the digital collectibles company Candy Digital with Mike Novogratz and Gary Vaynerchuk. In March 2021, Fanatics secured a $320 million funding round, followed by another $325 million in August 2021 that brought the company’s valuation to $18 billion as of September 2021. Using the new funds, Fanatics purchased assets from Vetta Brands, including leading collegiate headwear producer Top of the World. In August 2020, the company secured $350 million Series E funding raising Fanatics’ valuation to $6.2 billion. Also in 2020, Fanatics established the All-In Challenge Foundation, which would continue to be the philanthropic arm of the company.

Fanatics Events

Fanatics Games will feature a multi-day live competition during Fanatics Fest with a mix of returning and reimagined challenges across sports from DICK’S and leagues including NFL, NBA, MLB, NHL, FIFA, WWE, UFC. Fans will have a chance to compete in sport-specific challenges tied directly to how the 2026 Fanatics Games format will work at the festival from July 16-19. The event featured an entire section dedicated to the sports card hobby, interactive experiences for every major sport, exclusive merchandise, autograph and photo opportunities, and the chance to meet some of the world’s biggest athletes and celebrities.

Create or log in to your FOX Sports account, follow leagues, teams and players to receive a personalized newsletter daily. The expanded format of the Fanatics Games includes new nationwide qualifying opportunities for fans who wish to participate through an exclusive partnership with Dick’s Sporting Goods. Fanatics Games will have a total of eight skill-based challenges with specific themes to each.