NEW YORK, Aug. 27, 2026 (GLOBE NEWSWIRE) — Fanatics today launched “Fanatics Town Hall,” a season-long NFL brand campaign starring beloved actor Luke Wilson, NFL great Calvin Johnson, and College National Champion athlete and cultural powerhouse Livvy Dunne. The campaign is built on a fundamental truth: fans put everything they have into the game that they love. The time, money, energy, miles traveled, rituals, superstitions, and heartbreak are all part of fandom and at Fanatics that passion gets rewarded.
At the center of the campaign is FanCash, a single rewards currency that works across everything Fanatics. Fans earn FanCash as they buy, play, and collect across the Fanatics ecosystem and spend it on the things they care about: official team jerseys, game tickets, trading cards, live events, and more. The Fanatics App brings it all together with one place to earn and spend across the Fanatics ecosystem.
The hero film, directed by Max Gutierrez, created by Fanatics’ internal Creative Studio, and produced by Fanatics Studios and OBB Bolded, opens at the inaugural Fanatics Town Hall, which is part shareholder meeting, part city council hearing, and part revival, where Luke Wilson calls a packed house to order. Every seat is filled with merch lovers, collectors, card rippers, a superstitious grandpa, Calvin Johnson and Livvy Dunne. Campaign extensions feature real fans cast from the Fan Advisory Network, Fanatics’ grassroots fan community launched earlier this year, putting the voices that help shape the Fanatics experience directly on screen.
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One by one, fans stand to testify about what they care about, from lucky jerseys and jaw-dropping card pulls to seats so close they feel like part of the team. Then Wilson delivers the news the room has been waiting for: at Fanatics, all that passion earns FanCash, spendable across a sports ecosystem only Fanatics can offer. The campaign’s rallying cry: “You’re already a fan. Get rewarded for it.”
“‘Fanatics Town Hall’ started with a simple insight: fans give everything to the teams they love, and they deserve to be celebrated for it,” said Selena Kalvaria, Chief Marketing Officer of the Fanatics App. “So we built a world where fandom itself gets rewarded and gave it a leader to channel the incredible energy of NFL fans. Luke, leading a town hall of fans, alongside legends like Calvin and stars like Livvy, lets us showcase the World of Fanatics story the way fans actually experience it: as a community.”
Campaign star Luke Wilson said, “What drew me to this was the simple idea at the center of it: fans put more into sports than anybody, and this campaign is about recognizing that. Fanatics rewards fans for being fans. That’s why I wanted to be part of it.”
“Every sports fan has their own rituals, superstitions, and stories, and getting to capture that on set was the joy of this production,” said James Rowe, President of OBB Bolded. “Bringing those fan stories to life alongside Luke, Calvin, and Livvy is exactly what we set out to do together. It’s the kind of collaboration our Fanatics Studios partnership was built for.”
“Fanatics Town Hall” launches August 27 and runs through the NFL season, building on Fanatics’ longstanding relationship with the NFL that spans licensed apparel and merchandise, e-commerce, trading cards through Topps, retail, and recently announced Sportsbook and Casino partnerships. The campaign spans streaming, digital, and social, and more.
It all comes together in the Fanatics App, the one place where fans can shop for gear, play free games, collect cards, and earn FanCash. New fans who download the app for the first time may receive up to $50 in FanCash to kick things off this season.
About Fanatics
Fanatics is a leading global digital sports platform redefining how fans connect with the teams, players, and moments they love. Our businesses – Fanatics Commerce, Fanatics Collectibles, Fanatics Gaming, Fanatics Fest, Fanatics Advertising, Fanatics Credit Card and Fanatics Studios – maximize the presence and reach for hundreds of partners globally and create a one-stop experience that allows fans around the world to buy, wager, collect and engage with their favorite sports in deeper, more immersive ways. This includes licensed fan gear and lifestyle products, sportsbook, and iGaming platforms, physical and digital trading cards, live events, premium sports entertainment content, and more. Together, they form a powerful, integrated ecosystem delivering personalized experiences to over 100 million fans worldwide. Fanatics holds partnerships with over 900 sports properties, from professional leagues and players’ associations to teams, colleges, and retail partners; over 6,000 athletes and celebrities; and over 2,000 retail locations, including all Lids retail stores. Backed by a team of more than 22,000 employees, Fanatics is committed to relentlessly enhancing the fan experience.
About Fanatics Studios
Fanatics Studios is a transformative joint venture by Fanatics, a leading global sports platform, and OBB, the award-winning next-gen entertainment studio, creating a global sports and entertainment studio. Built to independently create, finance, produce, and distribute best-in-class content at the intersection of sports and culture, Fanatics Studios will house a slate of projects spanning feature films and documentaries, unscripted and scripted originals, one-of-a-kind live event specials, premium digital series, and more.
Fanatics Studios brings together industry-leading capabilities, resources, and relationships from both companies—pairing Fanatics’ unmatched reach and impact as one of the most dynamic forces in sports, with a roster of thousands of preeminent athletes and partnerships spanning MLB, WWE, LA28, and ESPN across apparel, trading cards and collectibles, sports betting and iGaming, events, and more—with OBB’s proven ability to drive culture through storytelling and create award-winning content with the biggest names in entertainment, amassing billions of views. Fanatics Studios’ slate includes partnerships with NFL, WWE, MLB, LA28 and ESPN and the venture will deliver high-impact fan experiences in live and unscripted content such as, the ESPY’s, The Fanatics Flag Football Classic, the newly announced Suni Lee documentary and Fanatics Fest: All Access.
Media Contact:
Phil Price Fry, Fanatics (Phil.pricefry@betfanatics.com)
Jacqueline Giaccio, Fanatics Studios & OBB (jacqueline.giaccio@obbmedia.com)
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A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/82d42eee-ef86-4859-92ec-d346856ea7d2
