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Although Fanatics has never shied away from expanding its reach, this move feels different. The sports commerce giant is officially entering the entertainment business with the launch of Fanatics Studios, a step that positions the company to influence not only what fans buy but also what they watch, discuss and remember.
Designed as a standalone content engine, Fanatics Studios is a joint venture with OBB Media. The studio will independently develop, finance, produce and distribute projects across film, television, live events and digital platforms.
This is not a branding exercise or an experimental offshoot. It is a long-term investment in storytelling as a core business function.
From commerce platform to content creator
Fanatics CEO Michael Rubin has spent years transforming the company into a multivertical sports platform. Apparel and e-commerce laid the foundation. Trading cards, collectibles, live events and sports betting followed. Each expansion encouraged fans to spend more time within the Fanatics ecosystem.
Content is the next logical evolution. Sports fans already consume massive amounts of video, from documentaries and personality-driven series to behind-the-scenes access. Rather than licensing stories or allowing third parties to monetize proprietary access, Fanatics now wants a direct role in creating and distributing that content.
By controlling both access and production, the company gains influence over how stories are told and where they live, strengthening long-term engagement across platforms.
How ESPN, WWE and MLB fit into the strategy
To accelerate growth, Fanatics Studios is leaning on established media relationships. Long-term programming commitments with ESPN provide a traditional broadcast foundation. A wide-ranging partnership with WWE opens the door to digital-first and social-driven formats. A global deal with Major League Baseball adds international reach and cultural relevance.
The WWE collaboration is particularly notable for its emphasis on personality and access. Programming built for YouTube and social platforms reflects how modern fans, especially younger audiences, actually consume content rather than how legacy television schedules demand it.
Balancing commercial scale with cultural storytelling
OBB Media founder Michael Ratner will serve as CEO of Fanatics Studios, bringing proven production expertise and creative credibility. His leadership helps balance Fanatics’ commercial scale with storytelling instincts grounded in pop culture instead of corporate marketing.
That combination of access, distribution power and creative execution gives Fanatics Studios a meaningful opportunity to stand out in an increasingly crowded content landscape.
Why Fanatics Studios could be a game-changer
Fanatics Studios appears focused less on chasing ratings and more on cultivating loyalty. Strong storytelling deepens emotional connections between athletes and fans and keeps audiences engaged year-round, not just around major events.
Fanatics is no longer limited to selling merchandise tied to sports moments. It is positioning itself to help create those moments and shape how they are captured and shared. If the studio fulfills its early promise, this move could become one of the most consequential shifts in the company’s history.
