Tom Brady launched his former New England Patriots teammate Rob Gronkowski into 500 gallons of Raising Cane's sauce on Thursday, marking a memorable moment on the opening day of Fanatics Fest in New York City.
The spectacle took place at the Javits Center as part of a Raising Cane's activation, where Brady's accuracy with a football sent Gronkowski splashing into the chicken finger chain's signature sauce. Raising Cane's owner Todd Graves, who was present for the event, expressed his delight at the viral moment.
"I never thought of a Cane’s Sauce dunk tank, but partnering with Fanatics and Fanatics Fest, which is great," Graves told Fox News Digital. "They’re amazing partners. One, Michael Rubin and I have been friends, and talk about business, help each other out in many different ways. A rising tide lifts all boats."
Graves credited Michael Ratner, CEO of OBB Media, with the specific idea of a Cane's Sauce dunk tank, and suggested Brady dunking Gronkowski. "Oh my God, I couldn’t think of two better people doing it," Graves said.
Fanatics Fest, an event hosted by the sports apparel giant, anticipates 200,000 attendees over its four-day run. The festival features a wide array of sports and entertainment figures, with Serena Williams and David Beckham also in attendance.
Graves noted the significance of the moment for his brand, which is approaching its 30th anniversary. "The crews are already so excited about it. The fans will love it. What better guy like Gronk, and to have Brady hit the target. It’s ideal," he added.
The dunk tank featured Brady tossing footballs at a target. After initially hitting the area above the target twice, Brady's third throw struck true, triggering the mechanism that sent the massive former NFL tight end into the sauce.
"For me to walk in here and see our logos up here and see people that want to come and be a part of Cane’s, it’s a dream come true," Graves said. "To do a dunk tank, and Tom Brady and Gronk want to do that, I built a brand that’s special to my crew and customers. So, an absolute dream. I always have to pinch myself and part of my job is doing things like this, which is great."