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AT&T is helping fans compete, collect, and connect through experiences built around the passions, personalities, and moments driving modern fandom.
Key Takeaways:
DALLAS, July 16, 2026 /PRNewswire/ -- AT&T is bringing fans into the moments that shape sports culture at Fanatics Fest NYC. Taking over Javits Center July 16-19, AT&T is creating new ways for fans to play, collect, and connect through immersive experiences, celebrity moments, and exclusive customer benefits. And behind every pack rip, card trade, and pull is the AT&T network making it all possible.
"Fanatics Fest is where the biggest personalities, stories, and viral moments in sports come to life," said Kellyn Smith Kenny, chief marketing & growth officer at AT&T. "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."
Bringing Fans into the Action
At the center of AT&T's on-site experience is the AT&T Connection Cup, a live fan competition hosted by studio host-analyst Nate Burleson that puts sports knowledge, fandom, and on-the-spot skills to the test. Throughout all four days of Fanatics Fest, attendees will have opportunities to compete in both fan-only and celebrity-led versions of the Connection Cup for prizes, exclusive memorabilia, and bragging rights. Eligible AT&T customers will receive priority access for participation across all Connection Cup experiences.
"Hosting the AT&T Connection Cup means I get to pull fans out of the crowd and put them on the mic, in the game, and shoulder-to-shoulder with the celebrity captains they came to see," said Nate Burleson, Emmy Award winning studio host-analyst and media personality. "And with the power of AT&T's connection, those fan moments will travel far beyond the floor."
Fourteen athletes and celebrity captains will face off two at a time, drafting fans onto their squads to battle through sports trivia, memorabilia challenges and unexpected physical competitions. Expect dynamic duos, on-court rivals turned weekend frenemies and pairings fans didn't see coming including Nikki and Brie Bella, Amon-Ra St. Brown and Jahmyr Gibbs, Alex Morgan and Candace Parker, David Wright and Don Mattingly, Folarin Balogun and Jared McCain, Jose Alvarado and Josh Hart, and Noah Lyles and Jordan Chiles.
As presenting partner of the Fanatics Collect Card Combine, AT&T is also helping bring the card-collecting hobby to life through an immersive experience designed to connect longtime collectors and first-time fans alike. From opening a first pack and trading cards to learning about grading and discovering the stories behind iconic collectibles, fans can explore every stage of the collecting journey through hands-on activities throughout the experience. Eligible AT&T customers will receive elevated card packs during the "First Pack" moment, marking the culmination of the Card Combine.
More for AT&T Customers
AT&T customers will get even closer to the action at Fanatics Fest NYC through exclusive perks designed to make the weekend easier and even more memorable.
On-site, eligible AT&T customers will have access to the AT&T Customer Lounge, a dedicated space to recharge, reset, and stay connected between sessions. Inside, customers can take advantage of:
AT&T's presence at Fanatics Fest builds on a broader partnership with Fanatics that delivers for customers all year long. Eligible AT&T customers will be able to jump straight to Fanatics ONE Member Pro status in the coming months – no points required. This will bring them closer to the drops, special offers, FanCash opportunities, and one-of-a-kind moments that fuel modern fandom.
Powering The Fan Experience
AT&T is supporting connectivity throughout the Javits Center to meet the demands of hundreds of thousands of expected fans, with enhanced 5G coverage and capacity designed to support how attendees capture, share, and experience the action across Fanatics Fest.
Behind the scenes, AT&T engineers will be on site monitoring performance and supporting network reliability throughout the event to ensure that fans, partners, and Fanatics operations stay connected during one of the busiest sports weekends of the year.
Frequently Asked Questions
About AT&T
We help more than 100 million U.S. families, friends and neighbors, plus nearly 2.5 million businesses, connect to greater possibility. From the first phone call 150+ years ago to our 5G wireless and multi-gig internet offerings today, we @ATT innovate to improve lives. For more information about AT&T Inc. (NYSE:T), please visit us at about.att.com. Investors can learn more at investors.att.com
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