Fanatics launches sports and entertainment media studio

Sports promotion giant Fanatics on Tuesday announced the launch of Fanatics Studios, a media and entertainment studio created as a joint venture with OBB Media.

The company said in a statement that it will create, produce and distribute content at the intersection of sports and culture. This will include feature films, documentaries, scripted and unscripted content, live events and digital series.

OBB Media Founder and CEO Michael Ratner will serve as CEO of the company.

“I am very excited to launch Fanatics Studios and add important content and media businesses to our growing sports platform that also supports all of our existing businesses,” Fanatics CEO Michael Rubin said in a statement.

Rubin acquired e-commerce site Fanatics in 2011 and built the company into a juggernaut across sectors. Fanatics has expanded its reach among sports fans through collectibles, sports betting, live shopping and events.

Fanatics now employs more than 22,000 people and is valued at more than $30 billion, according to a person familiar with the matter. The company expects revenues of $13 billion in 2026.

Fanatics estimates the new content studio will record nine-figure revenue in its first year of operation, making it an important part of the business, this person said.

The company already has a slate of projects that include serving as content partner for the 2028 Los Angeles Olympics, a flag football tournament being held in Saudi Arabia, and a multi-part documentary about seven-time Super Bowl champion Tom Brady.

Fanatics Studios will also undertake projects with ESPN, WWE and Major League Baseball, the company said.

“Together, we will continue to advance 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 they love in a way that has never been done before,” Rubin said.