Fanatics, the international e-commerce and merchandising giant, has teamed up with OBB Media to launch a new sports media and entertainment studio.
Through a joint venture, the two parties have created Fanatics Studios, which will “create, finance, produce, and distribute content at the intersection of sports and culture.”
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Fanatics Studios will launch with a slate spanning feature films and documentaries, unscripted and scripted originals, live event specials, and premium digital series.
Michael Ratner, the founder and chief executive of entertainment studio OBB Media, will serve as CEO of the new entity, while continuing to lead all of OBB Media’s separate businesses.
Fanatics Studios has a range of projects already lined up, including with major sports networking ESPN, wrestling’s WWE, and the 2028 Los Angeles Olympics.
Ratner said: “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.
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By GlobalData“I can think of no better partner to supercharge the next phase of growth in our sports business, and I look forward to continuing to work with Michael Rubin and the entire Fanatics team as we build the best-in-class studio for the future of sports entertainment.”
Fanatics CEO Rubin added: “I’m incredibly excited about launching Fanatics Studios and adding an important content and media business to our growing sports platform that also supports all of our existing businesses.
“We could not have dreamed up a better partner in Michael Ratner and the team at OBB, and together we are going to continue pushing our mission of relentlessly enhancing the fan experience by creating content that brings fans closer than ever to the teams, players, sports, cultural moments and events that they love in a way that’s never been done before.”
Fanatics Studios will serve as a content partner for the 2028 Los Angeles Olympics, with its additional projects including a flag football tournament taking place in Saudi Arabia and a multi-part documentary on seven-time Super Bowl champion Tom Brady.
The company is also launching an official global partnership with Major League Baseball to produce original content and has partnered with World Baseball Classic to produce a docuseries on the event this year.
The content deal with ESPN will see Fanatics Studios work with the network and Full Day Production as a producer of the 2026 ESPY Awards. Fanatics Studios will also produce hours of additional content for ESPN over the next two years.
The WWE tie-up sees Fanatics Studios become a partner for many of its digital shows and podcasts.
Fanatics Studios combines OBB Sports’ production business with Fanatics’ existing media partnerships. OBB Pictures will handle physical production on all Fanatics Studios projects.
Fanatics and OBB also recently announced a 10-year partnership to continue to co-produce the annual Fanatics Fest fan festival.
Rubin acquired e-commerce site Fanatics in 2011 and has expanded the company across multiple verticals. Fanatics has broadened its operations in recent years through collectibles, sports betting, live shopping, and events.
The global sports juggernaut is currently valued at more than $30 billion and is expecting to generate $13 billion in revenue in 2026.
Fanatics estimates its new content studio will record a nine-figure revenue in its first year of operation.
