The 2026 MLS season opened with a splash at Fanatics Fest NYC, a four‑day activation that transformed the Javits Center into a playground for soccer enthusiasts.
A vibrant gathering of soccer culture
Thousands of supporters flooded the venue, filling the MLS footprint with energy as they explored interactive zones, from the Keepy Uppy Challenge to an Apple‑branded broadcast booth.
Star names such as Antoine Griezmann, Cavan Sullivan and Tim Ream made appearances, signing autographs and posing for photos while fans queued for limited‑edition merchandise.
Live podcasts like Sports Illustrated FC offered behind‑the‑scenes commentary, and a packed crowd gathered to watch the World Cup final, with brand partners Apple, Audi and Celsius weaving their integrations into the experience.
Merchandise, giveaways and creative collaborations
Free tote bags, handheld fans and soccer balls were handed out, while the MLS Drop Zone unveiled daily drops of exclusive apparel from partners including Sportiqe, Secret Futebol Club, Over the Pitch and Sworn to Us.
Artist Gianni Lee added a creative flourish, painting a live mural and personalizing jerseys, turning the festival into a canvas for fan expression.