The inaugural day of Fanatics Fest drew immediate attention Thursday when former quarterback Tom Brady and retired tight end Rob Gronkowski took part in an unconventional promotional stunt at Manhattan’s Javits Center. The activation centered on a dunk tank containing 500 gallons of Raising Cane’s signature chicken sauce, with Brady attempting to dunk his former teammate.
Raising Cane’s founder and CEO Todd Graves revealed that the concept stemmed from collaborative planning with Fanatics executives rather than a standard vendor sponsorship. The partnership involved both organizations working closely to develop the activation from concept to execution.
“It wasn’t simply a case of us telling them what to do,” Graves told Fox News Digital. “We genuinely brainstormed together to create something special.” He credited OBB Media CEO Michael Ratner with originating the sauce dunk tank idea and recommending the two athletes as participants.
Graves acknowledged his long personal relationship with Fanatics founder Michael Rubin and highlighted the event’s success in assembling prominent sports and entertainment personalities. He characterized the arrangement as advantageous for both the Fanatics brand and Raising Cane’s.
Prior to the dunking, Brady and Gronkowski engaged in a lighthearted exchange where Brady hurled chicken pieces toward Gronkowski in what they playfully termed a “chicken Hail Mary.” Gronkowski remained composed from his perch above the liquid target.
Brady’s initial two throws deliberately missed. On his third attempt, the precision kick in Brady’s throwing arm paid off—he struck the target squarely, sending the 265-pound, 6-foot-6 Gronkowski into the sauce below with dramatic effect. The impact generated a substantial splash that resonated throughout the crowded venue.
For Graves, the stunt held special significance as Raising Cane’s marks three decades in business this year. The chain, which opened its first location in Baton Rouge, Louisiana on August 28, 1996, now operates roughly 1,000 restaurants employing approximately 100,000 workers.
“Having Tom Brady and Gronk participate in a dunk tank speaks to the brand I’ve built with my team and our loyal customers,” Graves reflected. He characterized the moment as exceeding his initial vision and described his continued sense of gratitude for the accomplishment.
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