Fanatics, widely recognized as a leader in sports merchandise and collectibles, is intensifying its presence in the entertainment industry by unveiling Fanatics Studios, a new content creation arm. Announced on Tuesday, Fanatics Studios intends to produce a range of sports-related visual media that will include feature films, documentaries, unscripted series, live event specials, and premium digital content.
The studio's debut slate notably includes the official Olympic film documenting the upcoming LA28 Games, a detailed multi-part documentary focusing on seven-time Super Bowl champion Tom Brady, and collaboration with ESPN as a producing partner for the 2026 ESPY Awards. Additional partnerships are set with heavyweight sports organizations and media companies including WWE, Major League Baseball, and Fox Sports.
Made to operate autonomously, Fanatics Studios will handle the financing, production, and distribution of its projects, marking a significant expansion beyond the company’s traditional markets. This expansion complements Fanatics’ existing offerings, which also encompass sports apparel, collectibles, sports betting, and its live event Fanatics Fest, scheduled to take place in New York from July 16 to 19 this year.
Founder Michael Rubin expressed enthusiasm about the new venture, highlighting Fanatics Studios as an essential addition to their growing sports ecosystem. Partnering with Michael Ratner, the CEO of OBB Media, Rubin emphasized the synergy between the existing business lines and the new content-driven objectives.
Ratner, who will serve as CEO of Fanatics Studios while overseeing OBB Media’s ongoing activities, pointed to the convergence of sports and popular culture as a powerful force shaping global entertainment. Fanatics Studios aims to innovate within this intersection by developing engaging and original content.
One of the inaugural projects is entitled "One More Drive," a documentary series that follows Tom Brady’s preparation for the Fanatics Flag Football Classic and his potential pursuit of representing Team USA as flag football debuts at the 2028 LA Olympics. The studio will also manage Olympic-specific productions that spotlight athletes, cultural narratives, and key moments defining the Games.
A launch event to introduce Fanatics Studios is planned in Los Angeles, further solidifying the company's commitment to enhancing how fans engage with sports and culture. Rubin reaffirmed the mission to provide immersive content experiences that connect audiences more intimately with their favorite teams, athletes, and events in innovative ways.