Fender has officially announced its return to NAMM in January 2025, marking its first participation in the world’s largest gear trade show since 2020. The last show Fender attended took place just before the pandemic, after which the company ceased its involvement. As recently as 2023, Andy Mooney, CEO of Fender, expressed doubts about the company’s return to the event.
Mooney explained the decision in a video announcement alongside NAMM CEO John Mlynczak. “When NAMM closed during Covid and we were compelled to come up with a plan B, we developed this online dealer event and reallocated the money we would have spent going to the show into increased marketing. That has worked for us. We want to continue doing those, but we sadly missed actually having a physical presence at NAMM; that high-touch in-person longform interaction is vitally important for the industry,” he said. “We were just looking for the right time to come back.”
Fender’s return to NAMM will be accompanied by new product introductions at the show, while the company will continue with its online dealer events in the autumn. “Going forward, [Fender] will have more and exciting new products to intro at NAMM and then in the fall, we will revert back to our online dealer events. We’re thrilled to be back, we missed being there, and I’m excited to see everyone again back in Anaheim,” Mooney added.
The decision to withdraw from NAMM was influenced by cost considerations and the ability to network remotely. Mooney previously highlighted the financial burden of setting up a booth and the limited time spent with major retailers during the event. He drew parallels to the E3 gaming show cancellation after major players like Sony, Microsoft, and Nintendo opted out, suggesting that alternative approaches explored during the pandemic proved beneficial for both brands and the industry.
Despite these concerns, the in-person interaction provided by NAMM remains crucial. “That high-touch in-person longform interaction is vitally important for the industry,” Mooney emphasised.
The pandemic saw many high-profile brands, including Gibson, PRS, and Boss, withdraw from NAMM. Fender’s return marks a change that may lead to a broader industry re-engagement with the event.
