Premier League: Fanatics Fest

CREATIVE DIRECTION

For Fanatics Fest 2026, the Premier League took over a 60-by-55-foot footprint at the Javits Center, creating a space where fans could play, explore the clubs, meet talent, customize merchandise and get close to the Premier League Trophy. At the center was an active mini pitch that kept the entire experience moving and gave the footprint an energy you could see from across the show floor.

The event took place during the final weekend of the FIFA World Cup, so the timing created a natural opportunity to introduce new fans to the League ahead of its upcoming season. The footprint needed to hold its own within a packed convention hall while still feeling open and easy to enter, whether someone was a longtime supporter or knew almost nothing about the Premier League.

I led the project from early spatial planning and guest journey through design development and final production, designing the full footprint and overseeing how each partner, graphic and interactive element fit into the larger experience. I worked closely with our graphic designer to carry the visual direction across the architecture, club imagery, screens, signage and smaller branded details throughout the space.

The Puma Pitch anchored the layout, while a glowing entry tunnel pulled guests toward gameplay, club discovery and content moments. NBC’s oversized Find Your Match quiz, the Premier League Trophy, a custom commentator booth and activations from Avery Dennison, Guinness, Adobe and Topps each gave people a different reason to enter, participate and stay awhile.

Role:
Senior Experiential Designer (Project Lead)

Agency:
The Experiential Group

Client:
PREMIER LEAGUE

Location:
JAVITS CENTER, NEw york city

Date:
July 16 — July 19, 2026

Guinness, Adobe and Avery Dennison were integrated into the footprint as experiences in their own right, giving guests more reasons to spend time in the space beyond the pitch. Each activation maintained its own identity while still feeling connected to the larger Premier League environment.

The Guinness Pub created a casual hospitality moment where fans could gather for a pint or can between activities. Guests could personalize their pour using a ripple machine loaded with more than 30 Premier League-inspired designs, turning the drink itself into a small, shareable takeaway. Across the four-day event, the pub generated $20,900 in net sales.

At the Adobe Creative Station, guests designed their own football using a digital interface, then posed with their creation as a personalized photo moment. The experience translated Adobe’s creative tools into something immediate and playful, allowing fans to participate in the visual culture of the sport rather than simply moving through a branded display.

Avery Dennison’s personalization station gave fans a more tangible way to show their club allegiance. During scheduled drops, guests could customize an oversized Premier League tote with a selection of patches or bring their own jersey to be finished with their favorite player’s name and number. The station produced 800 custom bags across the weekend and became one of the footprint’s most popular takeaways.