Clubs artificialising the scruffy magic of the match day experience into a package which can more easily be transported, consumed, and sold; and the way fans, looking for the promised atmosphere they’ve been longing for, that they'd paid good money for, would forever have their phone out, at the ready, recording, just in case, so they can prove it ... See more

Fanatics, the sports-focused company led by CEO Michael Rubin, wants to create a Comic-Con for sports fans.

Fanatics is planning its first live flagship event, which it is calling Fanatics Fest, for Aug. 16-18, to be held at the Jacob Javits Center in New York City.