On Thursday, July 16, 2026, at the Jacob Javits Center in New York City, a memorable event took place during Fanatics Fest's opening day. Tom Brady threw a football that triggered a dunk tank seat, sending his longtime teammate Rob Gronkowski into 500 gallons of Raising Cane’s famous sauce.

The dunk tank was part of Raising Cane’s activation at the festival, which is expected to draw around 200,000 attendees over its four-day run. Fanatics Fest has grown significantly since its inception in 2022, attracting numerous sports and entertainment superstars, including Serena Williams and David Beckham.

Todd Graves, owner of Raising Cane’s, shared insights about the collaboration with Fanatics Fest. He expressed enthusiasm for the partnership, noting his admiration for the event's fanfare and star power. Graves said, "I never thought of a Cane’s Sauce dunk tank, but partnering with Fanatics and Fanatics Fest, which is great," and added, "We love what we do. I love my company, I love my crew and customers. This is just something I think we can do some fun for them, because I know how much I’m going to enjoy it."

Graves reflected on the brand's journey since opening its first location in Baton Rouge, Louisiana, on August 28, 1996, remarking that he never imagined 30 years later two of the most recognizable athletes in the country would be involved in such a moment.

The event captured widespread attention as a legendary combination of sports icons and the brand’s signature sauce created a viral spectacle at Fanatics Fest.

Sources