Fanatics set to launch its own sports media and entertainment studio, marking a major step in the company’s evolution from a sports merchandising powerhouse into a full-scale sports and culture platform.
Sports merchandise giant Fanatics announced on Tuesday that it is launching Fanatics Studios, a new media and entertainment venture formed as a joint partnership with OBB Media. The studio will focus on developing and distributing original content that blends sports, entertainment, and culture.
According to the company, Fanatics Studios will produce a wide range of programming, including feature films, documentaries, scripted and unscripted series, live events, and digital-first content. The goal is to deepen engagement with sports fans by telling stories that go beyond the field of play.
OBB Media founder and CEO Michael Ratner will take on the role of CEO at Fanatics Studios, overseeing its creative and strategic direction.
Fanatics founder and CEO Michael Rubin said the new studio is a natural extension of the company’s broader vision. He noted that adding a dedicated media and content arm strengthens Fanatics’ growing sports ecosystem while complementing its existing businesses.
Since acquiring Fanatics in 2011, Rubin has transformed the company into a diversified sports platform. What began as an e-commerce-focused business has expanded into collectibles, sports betting, live shopping experiences, and large-scale fan events, significantly widening its reach among global sports audiences.
Today, Fanatics employs more than 22,000 people worldwide and is valued at over $30 billion, according to a person familiar with the matter. The company is targeting approximately $13 billion in revenue in 2026. Insiders also estimate that Fanatics Studios alone could generate nine-figure revenue in its first year, quickly becoming a meaningful contributor to the overall business.
The studio is already developing a robust slate of projects. These include serving as a content partner for the 2028 Los Angeles Olympics, producing coverage around a flag football tournament in Saudi Arabia, and creating a multipart documentary focused on seven-time Super Bowl champion Tom Brady.
In addition, Fanatics Studios plans to collaborate on projects with major sports and entertainment organizations such as ESPN, WWE, and Major League Baseball.
Rubin said the ambition is to push fan engagement further than ever before by delivering immersive content that brings audiences closer to athletes, teams, and defining cultural moments. Through Fanatics Studios, the company aims to redefine how sports stories are told and experienced in the modern media landscape.