North American basketball’s NBA has announced a new partnership with Fanatics Studios, the joint venture between the e-commerce and merchandising giant and global entertainment company OBB Media.
Through the multi-year deal, Fanatics Studios will serve as the creative and event production partner for the league’s NBA All-Star showcase, including in-arena events, competitions, and original content.
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The collaboration will start with NBA All-Star 2027 at Mortgage Matchup Center in Phoenix, Arizona.
Next year’s All-Star festivities will take place from February 18 to 21.
As the annual event enters its second year on national network NBC and its streaming service Peacock, Fanatics Studios will work alongside the NBA and NBC Sports on the in-arena production of All-Star events and in developing new event programming.
The collaboration will “tap into Fanatics Studios’ relationships across sports and entertainment to bring marquee talent to All-Star events”, while the organizations will also partner on original content leading up to NBA All-Star.
Michael D. Ratner, CEO of Fanatics Studios, will serve as executive producer and work closely with the NBA and NBC Sports on the creative and production approach for the in-arena events, competitions, and original content.
He said: “NBA All-Star is one of those moments where sports and culture collide, and getting to work with the NBA, the players, and NBC Sports on what comes next is incredibly exciting.
“There’s already so much about the weekend that fans love. Our job is to build on that, take some big swings and bring new ideas into the mix.”
Sam Flood, executive producer and president of production at NBC Sports, added: “Last season demonstrated the power of bringing NBA All-Star back to NBC Sports, with fans responding in a big way and driving significant growth in viewership for the event. Together with the NBA and Fanatics Studios, we’re excited to build on that success.”
Fanatics Studios was launched in January 2026 to develop and produce sports entertainment across live events, film, television, branded content, and original formats.
Fanatics Studios is working on a range of projects, including with major sports network ESPN, wrestling’s WWE, and the 2028 Los Angeles Olympics as a content partner.
Its additional projects include documentaries on NFL legend and seven-time Super Bowl champion Tom Brady and Olympic gold medalist Suni Lee.
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 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. In recent years, Fanatics has broadened its operations 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 nine-figure revenue in its first year of operation.
