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Fanatics announced that Jay-Z‘s iconic 40/40 Club will return for Fanatics Fest NYC 2026.
Because apparently, sports betting, celebrity meet-and-greets and surprise appearances were not enough.
Sometimes you also need chandeliers.
Legendary Manhattan sports lounge returns as pop-up
Long before celebrity lounges became staples at major events, the 40/40 Club had already established itself as a New York institution.
Opened in Manhattan in 2003 by Jay-Z, the upscale sports lounge quickly became one of New York City’s premier nightlife destinations. The venue blended the atmosphere of a high-end sports bar with the exclusivity of a luxury nightclub.
Athletes mingled with actors, musicians socialized with executives, and wall-to-wall televisions showing marquee sporting events shared space with premium décor and sports memorabilia.
Over two decades, the 40/40 Club became part of the city’s cultural identity. Although the original location closed in 2023, Fanatics has continued to revive the brand through exclusive pop-up experiences during Fanatics Fest NYC.
The concept has proven to be a major draw.
The 40/40 Club returns for a third year of Fanatics Fest
After debuting as a pop-up attraction at Fanatics Fest in 2024, the 40/40 Club quickly became one of the event’s most talked-about activations. It returned in 2025 and is now set for a third appearance at Fanatics Fest NYC 2026.
This year’s festival will take place July 16-19 at the Javits Center in New York City. Fanatics has expanded the event to four days and increased its footprint inside the venue following record attendance in 2025.
With the 2026 FIFA World Cup bringing unprecedented sports attention to North America, Fanatics Fest NYC is positioning itself as part of the larger cultural moment surrounding one of the biggest years in global sports.
According to Fanatics, the recreated lounge will once again capture the original club’s signature blend of sports, luxury and entertainment. Fans can expect:
- Framed jerseys pulled from the club’s archives
- Grand chandeliers
- Stadium-style seating
- Food inspired by the original 40/40 Club menu
- Premium beverage offerings
The experience is designed to feel less like a traditional event activation and more like stepping into a piece of New York nightlife history.
The invite-only atmosphere remains central to the brand
Not everyone will make it past the velvet ropes.
The 40/40 Club remains an invite-only experience reserved for athletes, celebrities and select Fanatics Sportsbook and Casino VIP customers.
That exclusivity has always been central to the brand’s appeal. The original venue built its reputation on surprise appearances and high-profile guests, and the Fanatics Fest version continues that tradition.
While Fanatics has not confirmed the full celebrity lineup for 2026, previous editions featured appearances from Kevin Hart, Travis Scott, DJ Khaled, Derek Jeter, Spike Lee and Hailey Bieber.
The Jay-Z and Michael Rubin collaboration continues
he revival of the 40/40 Club also underscores the close business relationship between Jay-Z and Fanatics founder Michael Rubin.
Jay-Z is a co-founder and investor in Fanatics Betting & Gaming, while Rubin has expanded Fanatics beyond merchandise into collectibles, live events, sports betting and online casino gaming.
Fanatics Fest NYC has rapidly become one of the company’s marquee events. The 2025 edition drew more than 125,000 attendees and featured more than 300 athletes and celebrities.
With Fanatics expanding the festival for 2026, expectations are high for another star-studded weekend in Manhattan.
