Fanatics, the digital sports platform and e-commerce giant, has launched an events division that will be minority-owned by sports and entertainment heavyweight agency IMG.
Fanatics Events will initially focus on collectibles, aiming to “put a fresh spin on the biggest card shows and collectible gatherings.”
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The long-term vision for the new arm is for it then to expand “to celebrations of the shared cultures of sports and entertainment,” with top-tier athletes, celebrity appearances, as well as acts in music and popular culture brands.
Lance Fensterman will serve as chief executive of Fanatics Events. He joins from ReedPop, a popular culture live event platform.
Fensterman has said: “The launch of our new Fanatics Events business provides an opportunity to celebrate all aspects of fandom – including sports, collectibles, memorabilia, fashion, music, and entertainment – under one physical roof in a way that has never been done before.
“Fanatics is uniquely positioned to innovate the live event landscape, and these new touchpoints will reinforce our commitment to enhancing the overall experience for fans and collectors globally.”
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By GlobalDataThe e-commerce heavyweight expects the new division to begin confirming hires, launch plans, and deals in the third and fourth quarters of this year. Its first fan-facing events are expected to take place in 2024.
Paul Caine, president of IMG Events and On Location, added: “We are excited to partner with Fanatics to produce best-in-class experiences for sports fans everywhere. Fanatics Events will be super-charged by the full power of Endeavor’s flywheel, global network, and events expertise to deliver once-in-a-lifetime moments that fans will remember forever.”
In terms of the collectibles side of the business, Fanatics Events will put on fan and collector education sessions, business-to-business content, access to exclusive cards and memorabilia, and a trading floor.
Broader content pillars Fanatics Events has unveiled as future options include athletes, activations, live stage events, merchandise and apparel, exhibitions, evening entertainment, betting and gaming, and popular culture.
Earlier this month, Fanatics unveiled a partnership in Japan with fellow e-commerce heavyweight Rakuten.
Through that tie-up, the pair are now collaborating to open Fanatics’ first online marketplace in Japan, a store on Rakuten Ichiba which will offer Fanatics’ range of licensed sports merchandise.
Fanatics also recently agreed its first league-wide European soccer deal with Spain’s top-flight LaLiga.
The company has more than 900 sports partnerships around the world with its portfolio featuring soccer giants Manchester United, Chelsea, Paris Saint-Germain, and Atletico Madrid, The English FA, UEFA, French Football Federation, and motor racing’s Formula 1.
