Key Takeaways
- Fanatics, a sports juggernaut led by Michael Rubin, is launching a new joint venture called Fanatics Studios with OBB Media to produce live events, unscripted and scripted original series, feature films, and digital content.
- The venture has lined up major deals with LA28, ESPN, WWE, and MLB, including a strategic partnership with the LA28 Olympic and Paralympic Games and a content deal with ESPN.
- Fanatics Studios aims to create IP that can benefit from the Fanatics ecosystem and flywheel, with a focus on creating big, sticky, repeatable franchises and formats with annuity value.
- The company plans to produce a range of content, including an official Olympics film, docuseries, and digital content, and will be led by OBB Media founder and CEO Michael D. Ratner.
Introduction to Fanatics Studios
Fanatics, the Michael Rubin-led sports juggernaut, is getting into the entertainment business in a major way. The company is partnering with OBB Media to launch a new joint venture, Fanatics Studios, with a flurry of major deals lined up to support the studio at launch. The venture plans to produce live events, unscripted and scripted original series, feature films, and digital content. This move marks a significant expansion of Fanatics’ reach into the sports ecosystem, leveraging Rubin’s vast network of connections in the world of sports and popular culture.
Partnerships and Deals
The deals that Fanatics Studios has lined up include a strategic partnership with the LA28 Olympic and Paralympic Games, with plans to produce a slew of content around the event, including an official Olympics film. The company has also inked a major content deal with ESPN, which sees Fanatics Studios join the sports media giant and Full Day Production as a producer of the 2026 ESPY Awards. Additionally, Fanatics Studios will produce hours of additional content for ESPN over the next two years, including further installments of its Fanatics Fest docuseries. The company has also announced deals with the WWE and MLB, with Fanatics Studios becoming a partner for many of WWE’s digital shows and podcasts, and producing a slate of content around the sport of baseball, beginning with a docuseries around the 2026 World Baseball Classic.
Vision and Goals
According to OBB Media founder and CEO Michael D. Ratner, the vision for Fanatics Studios is to create IP that can benefit from the Fanatics ecosystem and flywheel. The company aims to create big, sticky, repeatable franchises and formats with annuity value, with a focus on producing high-quality content that brings fans closer to the teams, players, sports, cultural moments, and events that they love. Ratner highlights the importance of having a strong partner like Michael Rubin, who has an incredible network of connections in the world of sports and popular culture. With Rubin’s support, Fanatics Studios is well-positioned to become a major player in the sports content landscape.
Background and Context
Fanatics is trying to carve out its own piece of the sports ecosystem, leveraging Rubin’s vast rolodex. The company is a dominant player in merchandise and apparel, and has also made significant investments in the collectibles business and sports betting space. OBB Media, meanwhile, has forged a path as an independent studio at a challenging time for the business, with shows that include Kevin Hart’s Cold as Balls and Speed Goes Pro featuring iShowSpeed. The partnership between Fanatics and OBB Media brings together two companies with a shared vision for creating high-quality sports content that resonates with fans.
Future Plans and Prospects
With its impressive lineup of deals and partnerships, Fanatics Studios is poised for success in the sports content landscape. The company’s focus on creating IP that can benefit from the Fanatics ecosystem and flywheel, combined with its commitment to producing high-quality content, makes it an exciting player to watch in the years to come. As the sports ecosystem continues to evolve, Fanatics Studios is well-positioned to take advantage of new opportunities and trends, with a strong foundation of partnerships and a clear vision for the future. With Michael Rubin’s leadership and Michael D. Ratner’s expertise, Fanatics Studios is ready to make a significant impact in the world of sports entertainment.
