Key Takeaways
- Fanatics Games doubles its total prize pool to $2 million for the 2026 competition at Fanatics Fest NYC, July 16-19
- DICK’S Sporting Goods becomes the first in-person qualifier partner, hosting events at four House of Sport locations nationwide
- 50 everyday fans compete alongside 50 pro athletes and celebrities under the same scoring system for a $1 million grand prize
- Returning competitors include inaugural champion Tom Brady, runner-up Justin Gaethje, and fan champion Matt Dennish
- Fanatics Fest 2025 drew more than 125,000 attendees, with the Saturday program completely selling out
DICK’S Sporting Goods Steps Into the Qualifier Pipeline
The most notable addition for 2026 is the partnership with DICK’S Sporting Goods, which introduces the first-ever in-person qualifying path for Fanatics Games. Select DICK’S House of Sport locations will host sport-specific challenges tied directly to the competition format, giving fans a hands-on route to earn a spot in New York.
Qualifier events are scheduled at four locations: Knoxville, TN (May 9), Kennesaw, GA (May 30), Houston, TX (June 13), and Boston, MA (June 28). The top three performers at each event earn a trip to compete at Fanatics Fest.
For DICK’S, the activation positions House of Sport as more than a retail destination. These qualifier events put real competitive stakes inside the store environment, driving foot traffic with a built-in incentive structure that connects directly to a nationally visible event. It also gives DICK’S a touchpoint with a demographic already engaged in sports fandom and competition.
For Fanatics, the partnership solves a distribution problem. Rather than relying solely on digital applications, the qualifier events create physical access points across multiple regions. Fans who might never submit a video application now have a concrete, local opportunity to compete.
How the Competition Works
Fanatics Games brings together 50 professional athletes and celebrities alongside 50 everyday fans in a multi-day, scored competition during Fanatics Fest. Challenges span disciplines tied to major leagues and organizations, including the NFL, NBA, MLB, NHL, FIFA, WWE, and UFC.
All competitors, regardless of status, operate under the same scoring system. The $1 million grand prize is open to anyone in the field. The remaining $1 million in the prize pool is distributed among top finishers.
For 2026, organizers have streamlined the scoring format and increased fan involvement, with production designed to serve both in-venue audiences and global livestream viewers.
Returning Champions and New Additions
The 2026 roster builds on a strong foundation from the inaugural year. Tom Brady, who won the first Fanatics Games title, is expected to return alongside runner-up Justin Gaethje and fan champion Matt Dennish. All top 10 finishers from 2025 are expected back.
New confirmed competitors include Rob Gronkowski, James Harden, and WWE Superstars Cody Rhodes, Jey Uso, Rhea Ripley, and Liv Morgan. Additional participants will be announced in the coming months.
Fanatics Fest Continues to Scale
Fanatics Fest 2026 expands to four days (July 16-19) at the Javits Center in New York City, up from three in its previous edition. The 2025 event drew more than 125,000 fans and sold out its Saturday programming.
The festival features exclusive on-site merchandise and collectibles, athlete panels and live programming, autograph sessions, and activations from major leagues, teams, and brands.
“What made Fanatics Games special in year one was seeing fans and world-class athletes compete side by side under the same rules and feed off each other’s energy,” said Lance Fensterman, CEO of Fanatics Events. “In 2026, we’re expanding that competition and giving more fans across the country a direct path to earn their spot.”
Why the DICK’S Partnership Matters Beyond Retail
The qualifier structure through DICK’S House of Sport locations reflects a broader trend in sports retail: experiential activations that tie physical locations to tentpole events. Rather than static sponsorship signage, DICK’S gets a participatory role in a competition with national visibility and a $2 million prize pool attached.
It also creates a repeatable model. If the 2026 qualifiers perform well, the partnership could expand to additional House of Sport locations or incorporate other competitive formats. For youth sports operators watching the space, this kind of retail-to-event pipeline offers a template for how physical venues can serve as feeders into larger competitive ecosystems.
via: Fanatics
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