Sports merchandising giant Fanatics announced Tuesday the launch of Fanatics Studios, a media and entertainment studio created as a joint venture with OBB Media.
Fanatics Studios will create, produce and distribute content at the intersection of sports and culture, the company said in a statement. 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 incredibly excited to launch Fanatics Studios and add a significant content and media business to our growing sports platform that also supports all of our existing businesses,” Michael Rubin, CEO of Fanatics, said in a statement.
Rubin acquired e-commerce site Fanatics in 2011 and built the company into a cross-industry giant. Fanatics has expanded its reach to 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 forecasts revenue of $13 billion in 2026.
Fanatics estimates the new content studio will do nine-figure revenue in its first year of operation, making it an important part of the company, the person said.
The company already has a string of projects, including as a content partner for the 2028 Los Angeles Olympics, a flag football tournament taking place in Saudi Arabia and a multi-part documentary on seven-time Super Bowl champion Tom Brady.
Fanatics Studios will also do projects with ESPN, WWE and Major League Baseball, the company said.
“Together, we will continue to pursue our mission to relentlessly improve 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.