The Chicago Cubs revived their iconic fan convention this year from January 16 to 18 at the Sheraton Grand Chicago, drawing more than 8,200 attendees. The event honored the team’s 150th anniversary and the 10th year since their 2016 World Series championship, while also celebrating new player acquisitions like third baseman Alex Bregman and pitcher Edward Cabrera. This combination helped the Cubs set a new record for pass sales, with general admission priced at $125, supporting Cubs Charities.
Jennifer Martindale, the Cubs’ executive vice president of marketing and communications, emphasized the event’s purpose beyond revenue. She explained,
“We don’t really look at this as a revenue generator,”
adding,
“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 also noted that around 30% of attendees are season-ticket holders, reflecting a strong core of loyal fans.
Growing Trend of Fan Conventions Across MLB Teams
Major League Baseball has increasingly embraced fan conventions as a vital component of the offseason, with 17 teams planning their own fan fests in the weeks leading up to spring training. These gatherings serve as a mix of brand promotion and fan engagement, offering autograph sessions, interviews, and interactive sponsor activities. While the atmosphere can sometimes be tense, with fans vocally expressing frustrations toward team management, these events remain key opportunities to connect with supporters.
In the days before pitchers and catchers officially arrive for spring training, the enthusiasm generated by these fan fests helps maintain momentum around the sport and its franchises.
Atlanta Braves Focus on Immersive Fan Experiences
The Atlanta Braves highlighted their fan fest scheduled for January 31, inviting attendees to explore the club’s facilities at Truist Park and The Battery. Although inclement weather forced the cancellation of this year’s event, the Braves had already distributed 75,000 free tickets. The planned program included a Q&A session with recent Hall of Fame inductee Andruw Jones.
Adam Zimmerman, senior vice president of marketing and content for Atlanta, described the emotional significance of the event for fans:
“The main point of this is to give fans a chance to do something they dream about doing,”
he said, continuing,
“It’s that pinch-yourself moment of being able to get on the field, or see a player up close, and take a picture and have a memory that you’ll cherish for years to come.”
Beyond creating memorable experiences, the Braves view the fan fest as an opportunity to boost ticket sales.
Miami Marlins Embrace Optimism with FanFest
Following a 79-83 season that included a strong finish in the latter half, the Miami Marlins rolled out an ambitious FanFest set for February 7, attracting nearly 35,000 free ticket claims. The event featured the debut of a new jersey for Sunday home games and spotlighted the 2026 class of the Marlins Legends Hall of Fame.
Robert Gelman, Miami’s vice president of partnerships, expressed a positive outlook about the event’s impact, stating,
“There’s a real feeling of bullishness in the building,”
underscoring the team’s growing momentum. He also emphasized careful evaluation of the FanFest’s success through attendance, fan feedback, player participation, and sponsor satisfaction.
Looking Ahead: Planning for Future MLB Fan Engagement
Following these occasions, teams including the Cubs are expected to analyze feedback and fan sentiment to shape upcoming conventions. Jennifer Martindale shared that by April, the Cubs will review post-event surveys and hold their initial planning session for the 2027 Cubs Convention. These systematic efforts reveal how MLB franchises prioritize fan relationships during the offseason, transforming fan conventions into dynamic experiences that sustain enthusiasm and community connection throughout the year.
