At Fanatics Fest NYC, The Freeman Company (TFC) brought together expertise from 3D Exhibits, Alford Media, BaAM, Color Gamut, Freeman, Sparks, and Studio Blue to help deliver one of the world’s largest sports fan experiences across seven stages and a show floor roughly the size of 15 football fields 

NEW YORK — Fanatics Fest NYC has become one of the world’s largest celebrations of sports culture, bringing together athletes, leagues, brands, and fans for an immersive live experience unlike any other. At this year’s event, seven brands from The Freeman Company (TFC) combined their expertise across event operations, production, creative, exhibits, graphics, and experiential design to help bring that vision to life. 

Sports fans today expect more than a seat and a scoreboard. They want to meet athletes, test their own skills, and step inside the culture surrounding the sports they love. Fanatics Fest was built around that shift, requiring a level of creative, production, and operational collaboration that only TFC could deliver, seven-fold.   

“Today’s fans expect experiences that are immersive, shareable, and deeply personal,” said Janet Dell, CEO of The Freeman Company (TFC). “Delivering those moments takes more than creativity or production alone. It requires specialists across every discipline working together as one team. Fanatics Fest demonstrates what’s possible when that expertise comes together at scale.” 

“There’s no show in the world like Fanatics Fest, and the growth we’ve seen drives home the value to fans, leagues, brands, and athletes,” said Lance Fensterman, CEO of Fanatics Events. “TFC’s collective expertise helped us create an environment where fans could truly immerse themselves in sports culture.” 

Delivering an event of this magnitude required specialists across production, operations, exhibits, audiovisual, graphics, and experiential design working seamlessly together. 

• Freeman Events & Exhibit Services and Creative served as the general services contractor and overall account lead, transforming New York’s Javits Center into an immersive fan destination—from managing the full scope of logistics and operations to designing many of the show’s standout moment, including Lady Liberty, the Sports Illustrated museum, and larger-than-life props and graphics.  
• Freeman AV Production & Alford Media produced audiovisual experiences, including the Center Stage and The Theater, bringing every moment to life for fans throughout the event. 
• Studio Blue oversaw production across all seven stages, helping deliver the live programming, athlete appearances and entertainment experiences at the heart of the festival.  
• Sparks designed and built immersive brand activations for Dick’s Sporting Goods and executed the booth design for UPS, creating interactive experiences that extended fan engagement beyond the game.  
• 3D Exhibits built Major League Soccer’s interactive exhibit, giving fans hands-on opportunities to connect with one of the world’s fastest-growing leagues.  
• BaAM created the National Hockey League’s custom fan experience, celebrating the league through immersive skills challenges and high-energy engagement.  
• Color Gamut & Freeman print shops produced over 90,000 square feet of graphics for the event, creating a cohesive visual identity that unified the festival experience.  

Together, these contributions highlight the breadth of expertise required to deliver today’s most ambitious live experiences, where operational excellence, creative execution, production, and immersive design all play an essential role. 

As sports, entertainment, and live events continue to converge, success is increasingly defined by the quality of the experience and the connections it creates. Fanatics Fest demonstrates how TFC’s portfolio of specialized brands enables organizations to deliver experiences that are larger, more immersive, and more memorable than any one discipline could achieve alone. 

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About The Freeman Company (TFC): 
The Freeman Company (TFC) is a collective of expert brands that deliver complex events, at scale. From global trade shows to flagship events and fan activations, TFC works with leading show organizers, brands, and sports leagues to create these high-stakes moments. TFC’s brands include 3D Exhibits, Alford Media, BaAM, Color Gamut, Freeman AV Production, Freeman Events & Exhibit Services, mdg, Sparks, and Studio Blue. Headquartered in Dallas, Texas. Learn more at thefreemancompany.com.