Jay-Z is set to bring back his 40/40 Club for a third time at Fanatics Fest, continuing the tradition he started at the sports and entertainment event in New York. The original 40/40 Club opened in the Flatiron District in 2003 and became known for its upscale sports bar atmosphere, with memorabilia such as framed jerseys, boxing gloves, and other display items tied to athletics and pop culture. After expanding to multiple locations over the years, the original venue closed in 2023.
For Fanatics Fest in 2024, Jay-Z recreated a version of the club inside the Javits Center, giving attendees a chance to experience the brand in a pop-up format during the inaugural event. The setup returned again in 2025, and it is now expected to appear once more at this year’s Fanatics Fest, scheduled for July 16 to 19. The event, created as part of Michael Rubin’s Fanatics sports and entertainment empire, brings together fans, athletes, celebrities, and collectors for autograph sessions, photo opportunities, and brand activations.
The 40/40 Club pop-up quickly became one of the more talked-about attractions at the event, drawing a high-profile crowd during the 2025 edition. Among the notable guests were Robert Kraft, Kevin Hart, Travis Scott, DJ Khaled, Hailey Bieber, Tiffany Haddish, Derek Jeter, Spike Lee, Quavo, Livvy Dunne, Suni Lee, Emma Roberts, Marcelo Hernandez, Druski, Justin Gaethje, Jalen Rose, Odell Beckham Jr., Darrelle Revis, Cam Skattebo, and Malik Nabers. The pop-up sat alongside the broader Fanatics Fest experience, where visitors could move between celebrity appearances and sports-centric programming.
Jay-Z’s ongoing involvement with Fanatics also reflects his business ties to the company. The Roc Nation founder is a co-founder of Fanatics Betting and Gaming with Michael Rubin, linking him to the larger Fanatics brand beyond the annual festival. Fanatics Fest has grown rapidly, with last year’s event reportedly attracting more than 125,000 fans, along with more than 300 athletes and celebrities and over 250 dealers of trading cards and related collectibles.
With the 40/40 Club returning again, Fanatics Fest is once more expected to blend sports, music, celebrity culture, and memorabilia into one of the biggest pop-culture gatherings of the summer.
