Sports merchandising giant Fanatics on Tuesday announced the launch of Fanatics Studio, a media and entertainment studio created as a joint venture with OBB Media.
Fanatics Studios creates, produces and distributes content at the intersection of sports and culture, the company said in a release. This includes feature films, documentaries, scripted and unscripted content, live events, and digital series.
Michael Ratner, founder and CEO of OBB Media, will become CEO of the company.
“We are very excited to launch Fanatics Studio, adding significant content and media businesses to our growing sports platform and supporting all of our existing businesses,” Fanatics CEO Michael Rubin said in a statement.
Rubin acquired e-commerce site Fanatics in 2011 and built it into an all-around behemoth. Fanatics has expanded its reach among sports fans through collectibles, sports betting, live shopping, and events.
Fanatics currently employs more than 22,000 people and is valued at more than $30 billion, according to people familiar with the matter. The company expects revenue of $13 billion in 2026.
Fanatics estimates the new content studio will record nine-figure revenues in its first year of operation and will become a key part of the business, the people said.
The company already has a series of projects in the works, including serving as a content partner for the 2028 Los Angeles Olympics, a flag football tournament in Saudi Arabia, and a multi-part documentary about seven-time Super Bowl champion Tom Brady.
Fanatics Studios also plans to work on projects with ESPN, WWE and Major League Baseball, the company said.
“Together, we will continue to advance our mission to continually improve the fan experience by creating content that brings fans closer than ever to the teams, players, sports, and cultural moments and events they love in ways never before possible,” Rubin said.
