Capturing Fanatics Sportsbook and the 40/40 Club at Fanatics Fest: A Retail Photography Showcase

At this year’s Fanatics Fest—the world’s largest sports festival—The Retail Archive was proud to partner directly with Fanatics to capture two of their headline installations. First, we photographed the Fanatics Sportsbook & Casino Bar, a bold, immersive activation that combined sleek modern design with high-energy sports entertainment. With its glowing, tunnel-like entrance, massive screens, and a life-sized “Spin-to-Win” game inspired by The Price Is Right, this bar brought a Vegas-style buzz to the convention floor—perfectly staged to engage fans and boost brand awareness.

Next, we stepped into a different kind of sports nostalgia. Fanatics brought back Jay-Z’s iconic 40/40 Club with a full-scale replica designed to relive the energy of early-2000s NYC nightlife. Our photography documented every rich design detail, from gold-lit backdrops and chandeliers to a display hallway of framed sports jerseys. The environment blended lounge sophistication with sports fan culture, making it a unique hub for connection, entertainment, and storytelling.

For marketing directors, visual merchandisers, and event production teams, this shoot showcases how powerful branded environments can be when documented with precision. When your brand invests in world-class activations, The Retail Archive ensures those moments live far beyond the event.