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Fanatics said Thursday it will launch a new live events business aimed at recreating the Comic-Con experience for sports collectibles.
The new company, called Fanatics Events, will partner with events and talent management giant IMG, which is forge ahead. Zealot will be the main owner.
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Originally known as an e-commerce platform, Fanatics has been looking to diversify its business as it heads toward an IPO.Last month, it hosted its second investor day in almost a year, with key players including Goldman Sachs and barclays bank.
The company has agreed to acquire PointsBet’s US operations to expand its sports betting business. Fanatics initially bid $150 million but later raised its bid to $225 million, topping a rival bid of $195 million draft king.
Fanatics Events plans to organize global events through partnerships and acquisitions. Fanatics said it will first prioritize the collectibles space and explore opportunities to expand and innovate from there.
Fanatics stated that Fanatics Events aims to start hosting events next year.
Lance Fensterman said: “Our new Fanatics Events business offers an opportunity to celebrate all aspects of fandom, including sports, collectibles, Memorabilia, Souvenirs, Fashion, Music and Entertainment.” CEO, Fanatics Events.
He added: “These new touchpoints will reinforce our commitment to enhancing the overall experience for fans and collectors around the world.”
Finsterman recently left ReedPop, where he oversaw pop culture conventions for years, including the big annual New York Comic-Con.
“Fanatics Events will harness the full power of Endeavor’s flywheel, global network and event expertise to deliver once-in-a-lifetime moments for fans to remember for a lifetime,” said Paul Caine, President of On Location and IMG Events.
– CNBC’s Jessica Golden contributed to this report.
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