During the winter months, Major League Baseball (MLB) teams are ensuring they remain in the forefront of fans' minds by organizing fan fests, and this trend has shown no signs of slowing down.
Take the Chicago Cubs, for instance. Their inaugural fan convention took place back in 1986, and four decades later, it has solidified its status as a major event for the franchise. This year, from January 16 to 18, over 8,200 fervent supporters gathered at the Sheraton Grand Chicago for Cubs Convention. The excitement was amplified by the recent acquisitions of third baseman Alex Bregman and pitcher Edward Cabrera. Additionally, the event celebrated two significant milestones: the tenth anniversary of their historic 2016 World Series victory and the team’s 150th anniversary. As a result, the Cubs recorded an unprecedented number of ticket sales, with general admission passes priced at $125, a portion of which was directed toward Cubs Charities.
Jennifer Martindale, the Cubs’ executive vice president of marketing and communications, shared insights on the event's purpose. "We don’t really look at this as a revenue generator," she explained. "This is really a brand program for us. It’s about community building among our fan base, keeping the Cubs top of mind in the dead of the offseason, and raising money for charity."
Martindale pointed out that the event caters primarily to devoted fans, with approximately 30% of attendees being season-ticket holders.
Across the MLB landscape, such fan conventions have emerged as essential touchpoints during the offseason. They serve dual purposes: enhancing the brand image and igniting hope for the upcoming season. In total, 17 MLB teams were poised to host their own fan fests in the weeks leading up to spring training, when pitchers and catchers report.
These events require extensive planning and coordination among various departments within each organization. However, it is important to note that not every fan reacts positively; there have been instances where team executives faced boos. Despite this, these gatherings offer fans opportunities to engage with sponsors, participate in interviews, and obtain autographs from their favorite players, sometimes at an additional fee.
For the Atlanta Braves, their fan fest serves as a prime opportunity to highlight their campus, which includes Truist Park and The Battery. Fans snapped up 75,000 free tickets for Braves Fest, scheduled for January 31, featuring a special Q&A with Andruw Jones, a recent Hall of Fame inductee. Unfortunately, due to inclement weather, the event was ultimately canceled.
Adam Zimmerman, the Braves’ senior vice president of marketing and content, emphasized the goal of these events: "The main point of this is to give fans a chance to do something they dream about doing. It’s that pinch-yourself moment of being able to get on the field, or see a player up close, take a picture, and create memories to cherish for years to come."
Additionally, there’s an underlying hope of boosting on-site ticket sales as well. Following a season with a record of 79-83, which included a strong finish in the second half, the Miami Marlins have seen around 35,000 free tickets claimed for their upcoming Marlins FanFest on February 7. During this event, they plan to unveil a new jersey design for Sunday home games, alongside announcing the 2026 class of the Marlins Legends Hall of Fame.
“There’s a real feeling of bullishness in the building,” said Robert Gelman, Miami’s vice president of partnerships. He indicated that the Marlins would assess the success of the event based on attendance numbers, fan feedback, player enjoyment, and sponsor satisfaction.
By April, Jennifer Martindale mentioned that the Cubs will review the results of post-event surveys to prepare for their first kickoff meeting regarding Cubs Con ’27.
