Fanatics, the international e-commerce and merchandising giant, is dramatically expanding it’s footprint into the entertainment world through a new partnership with OBB Media. The collaboration has resulted in the launch of Fanatics Studios, a dedicated sports media and entertainment studio poised to redefine storytelling at the intersection of sports and culture.
A New Era of Sports Entertainment
The joint venture between Fanatics and OBB Media aims to “create, finance, produce, and distribute content at the intersection of sports and culture” [[1]]. This ambitious undertaking reflects a growing trend of merging sports with broader cultural narratives, capitalizing on the increasing demand for engaging and immersive sports-related content. Fanatics studios will develop a diverse slate of content including feature films, documentaries, unscripted and scripted series, live events, and premium digital programming.
Key leadership and vision
Leading the charge at Fanatics studios is Michael ratner, the founder and CEO of OBB Media. Ratner will hold the dual role of leading both OBB Media’s existing businesses and overseeing the operations of the newly formed studio [[2]]. His expertise in entertainment production, combined with Fanatics’ extensive reach and resources, positions the studio for significant impact.
Ratner articulated the studio’s vision, stating, “Sports and pop culture are converging at the heart of the global entertainment landscape, and we’re building Fanatics Studios to redefine what is possible at that intersection.” He emphasized the strength of the partnership,adding,“I can think of no better partner to supercharge the next phase of growth in our sports business.”
michael Rubin, CEO of Fanatics, echoed this sentiment, expressing his excitement about launching Fanatics Studios and integrating a content and media business into the company’s broader sports platform [[3]]. He highlighted the team’s commitment to enhancing the fan experience, stating, “We are going to continue pushing our mission of relentlessly enhancing the fan experience by creating content that brings fans closer than ever.”
A Robust Project Pipeline
Fanatics Studios is already making waves with a diverse and high-profile project pipeline. The studio has secured partnerships with several major players in the sports and entertainment industries, including:
- ESPN: Fanatics Studios will collaborate with ESPN and Full Day Production to produce the 2026 ESPY Awards and generate additional content for the network over the next two years.
- WWE: The partnership with World wrestling Entertainment will see Fanatics Studios involved in the production of digital shows and podcasts.
- 2028 Los Angeles Olympics: As a content partner for the 2028 Los Angeles Olympics, Fanatics Studios will contribute to the event’s media offerings.
- major League Baseball: A global partnership with MLB will focus on producing original content, alongside a docuseries focused on the World Baseball Classic.
- Other Projects: Additional projects include a flag football tournament in saudi Arabia and a multi-part documentary chronicling the career of seven-time Super Bowl champion, Tom Brady.
Fanatics’ Expanding Empire
This venture into content creation marks a significant evolution for Fanatics, a company that began as an online retailer of licensed sports merchandise. Since being acquired by Michael Rubin in 2011, Fanatics has rapidly expanded its operations beyond conventional retail, encompassing collectibles, sports betting, live shopping experiences, and events [[3]]. This strategic diversification demonstrates Fanatics’ commitment to becoming a comprehensive sports platform, catering to fans’ diverse interests.
Valued at over $30 billion, Fanatics anticipates generating $13 billion in revenue in 2026 [[3]]. The company projects that Fanatics Studios will achieve nine-figure revenue in its first year of operation, indicating a strong market demand for its content and a clear vision for the future.
The Future of Fanatics Studios
The launch of Fanatics Studios signals a significant shift in the sports entertainment landscape. By combining OBB Media’s production expertise with Fanatics’ vast resources and fanbase, the studio is well-positioned to deliver compelling and innovative content that captivates audiences worldwide. This venture not only expands Fanatics’ business model but also creates new opportunities for storytelling and fan engagement in the ever-evolving world of sports. The success of Fanatics Studios may very well set a new standard for how sports and entertainment intertwine, offering a glimpse into the future of how fans experience their favorite teams and athletes.
