Fanatics and OBB Launch Studio to Build a Sports Content Empire

LOS ANGELES, CA – January 13, 2026 – Fanatics, the global digital sports platform valued at over $25 billion, has made its most audacious move yet, officially launching Fanatics Studios, a transformative joint venture with the award-winning entertainment company OBB Media. The new entity aims to become a powerhouse in sports entertainment, independently financing, producing, and distributing a wide array of content designed to bring fans closer to the games and athletes they idolize.

The venture is poised to produce everything from feature films and documentaries to unscripted series and live event specials, marking a significant strategic expansion for Fanatics beyond its dominant positions in merchandise, collectibles, and the burgeoning betting market. Michael D. Ratner, the founder and CEO of OBB Media, will take the helm as CEO of Fanatics Studios while continuing to lead his parent company.

Building the Ultimate Sports Ecosystem

The launch of Fanatics Studios is not merely an entry into a new market; it represents the critical content layer in CEO Michael Rubin's grand vision for a fully integrated sports ecosystem. For years, Fanatics has been methodically building a platform to serve fans across their primary activities: buying gear (Fanatics Commerce), collecting memorabilia (Fanatics Collectibles), and placing wagers (Fanatics Betting & Gaming). Content is the strategic glue intended to bind these verticals together.

By creating compelling stories, Fanatics aims to deepen fan engagement and keep consumers within its universe. The strategy envisions a flywheel effect: a fan watches a docu-series about a star athlete on a Fanatics Studios production, which then prompts them to buy that athlete's jersey from Fanatics Commerce, purchase their digital trading card on Fanatics Collectibles, and perhaps place a bet on their next game through the company's sportsbook. This creates a powerful, self-reinforcing loop that pure-play media companies or retailers cannot replicate.

“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,” said Fanatics CEO Michael Rubin in a statement. He emphasized the goal of creating content that brings fans “closer than ever to the teams, players, sports, cultural moments and events that they love.”

This move positions Fanatics to compete not just with retailers, but with media giants. The company's extensive database of over 100 million global sports fans and its network of more than 900 sports properties provide an unparalleled foundation for creating and distributing content to a built-in, passionate audience.

A Star-Studded Content Slate

Fanatics Studios is launching with an impressive and ambitious slate of projects that underscores its immediate intent to be a major player. The initial partnerships involve some of the biggest names and events in sports and entertainment.

A headline-grabbing project is a multi-part docu-series titled One More Drive, which will follow legendary quarterback Tom Brady as he comes out of retirement. The series, produced with Brady's Shadow Lion, will chronicle his preparation for the inaugural Fanatics Flag Football Classic in Riyadh, Saudi Arabia, and his potential journey to compete for a spot on Team USA when flag football makes its Olympic debut at the LA28 Games.

Speaking of the Olympics, Fanatics Studios has secured a strategic content partnership with the LA28 Olympic and Paralympic Games. In a move that signals its high artistic ambitions, the studio has been granted the honor of producing the official Olympic film, which is slated for a theatrical release.

Further diversifying its portfolio, the studio announced partnerships with several major leagues and media entities:

• ESPN: A multi-year programming deal that includes co-producing The 2026 ESPYS and renewing the Fanatics Fest All Access special.
• WWE: A multi-project commitment for unscripted and digital content, featuring shows with superstars like Cody Rhodes, Stephanie McMahon, The Undertaker, and a culinary travel series with The Usos.
• MLB: An official global partnership to create original content, kicking off with a docu-series on the 2026 World Baseball Classic, produced alongside Box To Box Films, the creators of Netflix's Drive to Survive.

This initial slate demonstrates a clear strategy: leverage high-profile athletes, partner with established media brands, and secure access to premier global sporting events.

The Power of the Partnership

The joint venture is a symbiotic marriage of two industry leaders. Fanatics brings its immense scale, financial might, and unprecedented access to the sports world. Its exclusive relationships with thousands of athletes and hundreds of leagues are a content goldmine that few can match. OBB Media, meanwhile, brings the creative engine and production expertise.

Led by Michael D. Ratner, OBB Media has a proven track record of producing culturally relevant, celebrity-driven content that has generated billions of views. Projects like Kevin Hart's Cold as Balls and the Peabody Award-winning Mountain Queen documentary showcase its ability to tell compelling stories that resonate with modern audiences. OBB Pictures will handle physical production on all Fanatics Studios projects, ensuring a high standard of quality.

“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,” said Ratner. “I can think of no better partner to supercharge the next phase of growth in our sports business.”

A New Player in a Crowded Field

Fanatics Studios enters a highly competitive sports content landscape dominated by established players like ESPN Films, renowned for its 30 for 30 series, and streaming giants like Netflix and Amazon Prime Video, which have found massive success with sports docu-series. However, Fanatics Studios is not playing by the same rules.

While competitors rely on subscriptions or advertising revenue, Fanatics Studios' primary metric for success may ultimately be its ability to drive engagement across the entire Fanatics platform. The content is both a product and a powerful marketing tool. This unique model gives the studio a strategic advantage and a different financial calculus than its rivals.

By creating narratives around the athletes and teams whose merchandise it sells, the venture aims to build emotional connections that translate directly into commercial activity. The long-term, ten-year partnership with OBB to co-produce Fanatics Fest—a massive live fan event—further solidifies this strategy, creating a recurring tentpole around which content, commerce, and community can converge.

With this launch, Fanatics is betting that in the future of sports, content is not just king—it is the entire kingdom. The company is no longer content with simply outfitting the fan; it now seeks to captivate their heart and mind, creating a comprehensive world from which a fan never has to leave.