Fans and athletes will get together. | Image by PhoneArena
Approximately a billion and a half people watched the previous FIFA World Cup final game, and this time around, records could be broken once again. The big match is set to take place on Sunday, July 19.
But AT&T has another sports-oriented event in mind for the current weekend – the Fanatics Fest NYC.
Getting together
All telcos support and sponsor sport events. | Image by AT&T
Fanatics Fest is where the biggest personalities, stories, and viral moments in sports come to life. From headline-making reveals to unforgettable fan experiences, sports culture moves in real time. AT&T is proud to keep fans connected to the moments everyone is talking about as they happen.
– Kellyn Smith Kenny, chief marketing & growth officer at AT&T, July 2026.
AT&T has announced its plans for Fanatics Fest NYC, which takes place at the Javits Center from July 16 to July 19. Ma Bell is one of the event's major partners and is offering interactive experiences for attendees while also providing something extra throughout the venue.
One of the main attractions is the AT&T Connection Cup, a live competition hosted by sports analyst Nate Burleson. The contest will test participants on sports trivia, memorabilia knowledge and various physical challenges. Both fans and invited celebrities will take part in the four-day event, with eligible AT&T customers receiving priority access to participate.
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Big stars
The celebrity lineup includes several well-known names from different sports. These include Nikki and Brie Bella, Alex Morgan, Candace Parker, Noah Lyles, Jordan Chiles, Don Mattingly, David Wright, Amon-Ra St. Brown and others. Teams will be formed by celebrity captains drafting audience members to compete alongside them.
AT&T is also partnering with the Fanatics Collect Card Combine, an area dedicated to sports card collecting. Visitors will be able to learn about the hobby by opening card packs, trading cards, exploring the grading process and discovering the stories behind notable collectibles.
Once again, eligible AT&T subscribers will be a tad ahead – they'll receive upgraded card packs during part of the experience.
More benefits
In addition to the activities, AT&T customers will have access to several event-specific benefits. These include an exclusive customer lounge with charging stations, complimentary phone accessories and sneaker cleaning, limited-edition merchandise, as well as priority entry to Connection Cup activities.
The telco also says that eligible wireless customers will soon receive Fanatics ONE Member Pro status without needing to earn the usual number of loyalty points. The membership includes access to exclusive product releases, promotions and FanCash rewards.
Keeping us connected
Beyond the fan-facing activities, AT&T has a job to do. The telco is responsible for helping keep the event connected. The company says it has expanded 5G capacity and coverage inside the Javits Center to handle the increased demand expected from the large crowds.
Engineers will monitor the network throughout the event to help maintain reliable service for attendees, organizers, and exhibitors.
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Sebastian is one of PhoneArena’s senior opinionators. A veteran news writer with almost 20 years of experience in media and technology, he not only covers all the hot news about Galaxies and iPhones, but often provides hot takes on industry trends. He’s fascinated with camera-focused flagships from the likes of Oppo and Vivo, as well as foldable phones.
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