While the baseball diamond lies dormant in winter, MLB teams are secretly fueling fan frenzy. It’s not just about the crack of the bat or the roar of the crowd; it’s about keeping the spirit alive during the offseason. And they’re doing it through a surprising strategy: fan fests. But here’s where it gets interesting – these aren’t just glorified meet-and-greets. They’re carefully crafted experiences designed to keep teams top of mind, even when the snow is falling and the field is silent.
Take the Chicago Cubs, for instance. Their annual Cubs Convention, born in 1986, has become a cornerstone of their brand. This year, over 8,200 die-hard fans flocked to the Sheraton Grand Chicago, lured by the chance to rub elbows with new stars like Alex Bregman and Edward Cabrera, celebrate the 10th anniversary of their 2016 World Series victory, and honor the team’s 150th birthday. General admission passes, priced at $125, weren’t just a ticket to the event – they were a contribution to Cubs Charities, blending fandom with philanthropy.
“This isn’t about profit,” explains Jennifer Martindale, the Cubs’ executive vice president of marketing and communications. “It’s about community. It’s about keeping the Cubs alive in fans’ hearts during the offseason and making a positive impact.” And it works. With 30% of attendees being season-ticket holders, the event caters to the most passionate fans, fostering a sense of belonging that transcends the season.
Across Major League Baseball, 17 teams are following suit, hosting their own fan fests in the weeks leading up to spring training. These events are months in the making, requiring cross-departmental collaboration. But they’re not without their challenges. Fan sentiment can be fickle, and the occasional boo directed at team management is a reminder that even the most loyal fans have their limits. Yet, these gatherings offer something unique: sponsor activations, player interviews, and autograph sessions (sometimes at an additional cost) that bring fans closer to the game they love.
The Atlanta Braves, for example, use their fan fest to showcase Truist Park and The Battery, giving fans a behind-the-scenes look at their state-of-the-art campus. This year’s Braves Fest, unfortunately canceled due to bad weather, promised a Q&A with Hall of Fame inductee Andruw Jones – a dream come true for many. “It’s about creating those pinch-yourself moments,” says Adam Zimmerman, Atlanta’s senior vice president of marketing and content. “Walking on the field, meeting a player, and making memories that last a lifetime.”
And this is the part most people miss – these events aren’t just about fan engagement; they’re also strategic business moves. Teams like the Miami Marlins, fresh off a 79-83 season with a strong second-half finish, are using their fan fest to unveil new initiatives, like a Sunday home game jersey and their 2026 Marlins Legends Hall of Fame class. With nearly 35,000 free tickets claimed for their Feb. 7 event, the Marlins are banking on the fest to generate buzz – and potentially, on-site ticket sales.
“There’s a real sense of optimism in the air,” notes Robert Gelman, Miami’s vice president of partnerships. The Marlins will measure success through attendance, fan feedback, player enjoyment, and sponsor satisfaction. Similarly, the Cubs will analyze post-event surveys and begin planning Cubs Con ’27 as early as April, ensuring the tradition continues.
But here’s the controversial question: Are these fan fests genuine acts of community building, or are they cleverly disguised marketing ploys? While teams emphasize fan connection and charity, the underlying goal of keeping their brand front and center – and potentially boosting ticket sales – is undeniable. Is this a win-win for fans and franchises, or is there a fine line being crossed? Weigh in below – let’s spark a conversation about the true purpose of these offseason extravaganzas.
