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Black content remains the biggest needle mover in our society.
That’s the feeling I took away as I attended the third annual Fanatics Fest, a four-day festival brought to life by Fanatics CEO Michael Rubin that blends sports and entertainment, making them accessible to everyday fans. Events there create buzz and, ultimately, joy among fans. And it’s clear this is done through a bevy of Black talent.
Black Athletes Become Media Brands
Let me support my case, starting with LeBron James, who made several appearances during Fanatics Fest weekend. He has two digital shows: Mind The Game and The Shop. Both productions were featured prominently during the weekend’s festivities.
But there was also play on his personal storyline: He is an unrestricted free agent, and there’s tons of coverage on where James may land during this interim. That was a huge point of trolling, with guests like the Indiana Pacers’ Tyrese Haliburton speculating about James’ impending decision on where he’ll sign next. Cliffhanger energy right there.
The Big Podcast With Shaq was also featured throughout the weekend, proving that athletes can turn their sport careers into media empires. O’Neal, Authentic Brands Group and TNT Sport’s DUNKMAN presented by Lilly, in partnership with Credit One Bank, also had a record-breaking moment that has the sports world buzzing.
DUNKMAN athlete Darius Clark set a new world record for the vertical jump, reaching 53 inches live in front of the Fanatics Fest crowd, and DUNKMAN commissioner O’Neal rewarded him with $15k on the spot.
Sports Meet Entertainment
Now, let’s shoot on over to the celebs who love sports and have turned that love into media assets. Kevin Hart was in the building, keeping it icy with Cold As Balls, his sport-saturated show, powered by Old Spice. The digital show often pits Hart with a celebrity or star athlete guest conversing over an ice bath.
His guests included NBA’s youngest budding star Cooper Flagg, iShowSpeed and Serena Williams. The Stephen A. Smith Show, featuring the commentator who has become part of the game itself, was also in heavy rotation.
Athletes Become Main Character Energy
The WWE had a strong presence at Fanatics Fest as well. Seeing fans react to Trick Williams walking through the convention center was a sight to see.
The constructed entranceway, which mimicked the ramp that wrestlers walk down, was a big hit as well. Fans could sign up to walk down the ramp as their favorite WWE superstars. The activation also created viral moments.
In one instance, Washington Wizards’ new star and Knicks’ pain in the behind, guard Trae Young, made his way down that ramp. He did so with a Jalen Brunson jersey in hand. What transpired next would pique the interest of Knicks fans statewide: Young proceeded to rip the jersey in half. No question that this act fell in line with the theatrics that define the WWE.
Culture Creates the VIP Moment
Not to be outdone, there was also a 40/40 Club activation at Fanatics Fest, its third appearance. However, this year’s iteration was special because not only was Jay-Z in attendance at the Javits Center, but he was coming off the heels of his mini-residency at Yankee Stadium the weekend prior.
The stars and buzz aligned as the 40/40 Club also boasted appearances by Megan Thee Stallion, LeBron James, DJ Khaled, Josh Hart, Jalen Brunson and Teyana Taylor.
Clearly fancying itself as the place to be, it’s clear that Fanatic Fest knows exactly what we’ve known all along. We are the vibe, and will continue to show that to be true, day after day.
