LeBron, Jay-Z, and Tom Brady are headlining the most ambitious event in sports and no, its not about the money

Fanatics Fest is expected to lose millions — again.Michael Rubin’s not worried.“We’re still in investment mode,” the 52-year-old Fanatics CEO said of the celebrity-packed sports and culture convention, set to take place June 20 to 22 at the Javits Center.

Last year, 72,000 fans attended the inaugural festival.It was a massive success.

Sure, the company lost $15 million on the three-day celebration, but that’s a little more than a rounding error for Fanatics, which is projected to generate $12 billion in revenue in 2026.Fanatics Fest isn’t designed to generate revenue on par with Fanatics commerce or collectible verticals, or its betting platform — it’s designed to bolster them.“This is really about creating a sports festival that only we can create.It’s a great give back to fans,” Rubin told NYNext.Rubin is expecting 150,000 attendees at this year’s fest.

And the number of participating leagues and organizations will more than double, too.FIFA, Formula 1, the Premier League, USTA, Nike, and Dick’s Sporting Goods are joining returning partners including the NFL, NBA, MLB, NHL, UFC and WWE.Then there’s the surfeit of talent who will be there.

Jay-Z is spending millions on a pop-up 40/40 Club.Tom Brady is sitting on panels and tossing footballs to fans.

And Victor Wembanyama, currently traveling in China, is coming in for a cold-plunge with Kevin Hart on a live-taping of “Cold as Balls.”Fun can also expect to see LeBron James, Travis Scott, Henrik Lundqvist, Derek Jeter, Alex Rodriguez, Livvy Dunne, Kevin Costner, John Cena, Charlotte Flair and hundreds of other beloved athletes and entertainers at various autograph-signings and activations.It will be “organized chaos,” Rubin said.While he’s coy on specific event details, he teases “Crazy stunts, endless stunts … Twenty to 30 that no one knows about.” One bit he will share involves a yet-to-be-named athlete surrounded by 20 identical decoys in matching uniforms, unlea...