Fanatics, a sports merchandising giant valued at over $30 billion, announced the launch of Fanatics Studios on Tuesday. The new media division marks a significant expansion into content creation and distribution.
Partnership and Leadership Structure
The studio is established as a joint venture between Fanatics and OBB Media. Michael Ratner, founder and CEO of OBB Media, will lead the new entity as its CEO. Fanatics CEO Michael Rubin aims to enhance the fan experience through unique content while supporting existing businesses.
Content Strategy and Projects
Fanatics Studios will create, produce, and distribute content focusing on sports and culture. The scope includes feature films, documentaries, scripted series, live events, and digital content. Key initiatives include:
- Partnership with ESPN and WWE for original programming.
- A multipart documentary on seven-time Super Bowl champion Tom Brady.
- Serving as a content partner for the 2028 Los Angeles Olympics.
- Coverage of a flag football tournament taking place in Saudi Arabia.
Financial Outlook
The company expects $13 billion in revenue in 2026 overall. Fanatics estimates the new content studio will record nine-figure revenue in its first year of operation. This venture is expected to be a meaningful part of the business, contributing to the company's growth strategy. Fanatics now employs more than 22,000 people globally.