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FIFA has announced an exclusive partnership with Fanatics Fest NYC, confirming that the soccer governing body will command the largest branded activation space at the world’s leading sports fan festival. Taking place July 16–19 at the Javits Center, the event coincides with the FIFA World Cup 2026 final weekend, transforming 650,000 square feet of Manhattan floor space into the ultimate global hub for the sport.
The four-day festival will feature appearances from soccer legends, immersive FIFA-led experiences, and massive World Cup watch parties as the tournament reaches its climax.
Fanatics Games: A $2 million arena spectacle
The festival’s centerpiece, the Fanatics Games, returns in 2026 with an expanded format and a $2 million total prize pool. This “arena-level spectacle” will see 50 professional athletes and celebrities compete alongside 50 everyday fans in high-stakes, cross-sport challenges.
As part of the partnership, FIFA will host a football-specific challenge within the Games: a penalty kick shootout where participants face off against a “fan goalkeeper” for a shot at the $1 million grand prize.
Per a press release on the Fanatics website, Fanatics CEO Lance Fensterman emphasized the massive scale of the collaboration:
“The FIFA World Cup 2026 final weekend is bigger than one match — it’s a global cultural moment. 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.”
Fanatics Sportsbook: Betting and FanCash
While thousands of fans descend on the Javits Center, MetLife Stadium in East Rutherford, New Jersey, will host several matches during the tournament’s conclusion, including the July 19 final.
“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.”
Fans looking to attend must use a Fanatics ONE account to purchase tickets at FanaticsFest.com. The account also allows attendees to earn 3% FanCash back on ticket purchases, which can be redeemed for official gear on-site or online.
This same loyalty currency integrates directly with the Fanatics Sportsbook app, where users can earn rewards through sports betting to spend on official gear or future festival experiences. In New York, Fanatics offers a seamless mobile experience for fans looking to stay close to the action throughout the World Cup final weekend.
