The 10,500 square-foot museum, temporarily set up, was under constant protection over the weekend by a team of over 25 armed security guards, 360-degree cameras, and undercover police officers.
Given the $200 million worth of sports memorabilia the Museum of Greatness at Fanatics Fest showcased—Tom Brady’s Super Bowl jerseys, Shohei Ohtani’s All-Star Game uniform, LeBron James’ first Superfractor card—anything less would have been insufficient. These items only scratch the surface.
It was a must-see event.
The Museum of Greatness was part of the experiences at Fanatics Fest, held at the Jacob K. Javits Convention Center in Manhattan over the weekend. It was unprecedented, with many items never before publicly displayed and some from players’ personal collections. Thirty individual collectors supplied items, categorized into modules like Rising Stars, GOATs, Women in Sports, Barrier Breakers, and Entertainment.
Curating the museum achieved two goals for Fanatics: fostering relationships with collectors and providing an experience for all sports fans. Nick Connolly, Fanatics’ vice president and head of collector relations, stated before the museum opened to ticket holders, “We have something for everyone.”
Connolly explained that this idea represents the essence of Fanatics Fest.
“No matter your stage in the collecting journey or status as a fan, here you can see items you’ve recognized or heard of,” he said. “It’s a very special experience.”
Fanatics aimed to fill the museum with one concept in mind: “Iconic.”
The company actively sourced items for the museum, reaching out to collectors eager to share their pieces. Once the experience was announced, more collectors came forward, Connolly noted.
“That enthusiasm is what really unites the collecting community, wanting to showcase this for the world,” he stated. “That’s the special aspect of what the museum offers.”
Bringing millions of dollars worth of sports memorabilia to New York City for a weekend posed logistical challenges. Connolly, speaking in front of Brady’s Super Bowl jerseys, described a “close call” involving them—The Athletic reported Tom Brady forgot their location, but Fanatics CEO Michael Rubin arranged for a plane to retrieve them. The team worked late into the night to prepare.
Nevertheless, Fanatics envisions expanding the Museum of Greatness in future years, incorporating more sports and utilizing their licenses with UFC and WWE.
The efforts for this year’s exhibit were worthwhile, as attendees flooded into the museum at Fanatics Fest’s opening day.
“Behind you, you see the hundreds, hopefully thousands, tens of thousands of people that will visit,” Connolly said. “We do it all for them, and I’m thrilled we can showcase everything.”
The exhibit aims to inspire more people to delve into collecting cards and memorabilia. For instance, seeing a rare Ohtani card might ignite a young fan’s interest in collecting.
“If a kid leaves wanting to collect a Shohei Ohtani card, or a father or grandfather with their grandson says, ‘I haven’t seen that Hank Aaron card in years, or the Honus Wagner,’ that’s our goal,” Connolly expressed. “We want to create a place for such memorable experiences.”
Some other notable contents of the museum included:
– Freddie Freeman’s walk-off grand slam ball from Game 1 of the 2024 World Series
– Over 50 Topps one-of-one Rookie Debut Patch Autograph cards
– Michael Jordan 1997 Fleer Precious Metal Gems Green card and 1998 Fleer Metal Gem Masters one-of-one
– LeBron James 2003 Ultimate Rookie Logoman card
– More than 30 of the top Tom Brady cards in existence.
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