Overview
- Fanatics Events announced on June 9 that an authentic 40/40 Club activation will return to Fanatics Fest NYC, which runs July 16–19 at the Javits Center.
- JAŸ‑Z will attend the invite‑only lounge and will personally join Michael Rubin in curating a guest list of athletes, celebrities and select Fanatics Sportsbook customers.
- Organizers say the pop‑up will recreate signature 40/40 Club elements such as framed jerseys, grand chandeliers, stadium seating, an original‑style menu, and specialty D’usse and Armand de Brignac cocktails.
- Fanatics is expanding Fanatics Fest to four days and increasing the Javits footprint by 25% while leaning into commercial tie‑ins including Fanatics Sportsbook and Casino and alcohol partners, with the 40/40 lounge limited to guests 21 and older.
- The pop‑up continues a pattern that began with the original 40/40 Club in 2003 and follow‑up activations at Fanatics Fest in 2024 and 2025, and it signals how Fanatics uses celebrity activations to build VIP revenue streams and strengthen ties between sports, entertainment and sports betting.