In a major strategic expansion, the global sports merchandise powerhouse Fanatics has announced a bold move into the world of entertainment with the launch of its own production studio.
From Jerseys to Blockbusters: A New Content Arm
The company, famed for its official team kits and trading cards, revealed Fanatics Studios on Tuesday, 13 January 2026. This new division will independently create, finance, and distribute a wide array of content. Its ambitious slate already includes high-profile projects such as the official film for the LA28 Olympic Games in Los Angeles and a multi-part documentary series following the legendary American footballer Tom Brady, the seven-time Super Bowl champion.
Further cementing its arrival, Fanatics Studios will join ESPN as a producer for the 2026 ESPY Awards. The studio has also secured partnerships with major sports entities including WWE, MLB, and Fox Sports.
Converging Sports and Pop Culture
The move adds a significant content and media pillar to Fanatics' rapidly growing ecosystem, which already spans apparel, collectibles, betting, and live events like its annual Fanatics Fest. Founder Michael Rubin stated he was "incredibly excited" about adding this new business, which he believes will support all their existing ventures.
Rubin has partnered with producer Michael Ratner and his company, OBB Media, for the venture. Ratner will serve as CEO of Fanatics Studios while continuing to lead OBB. He commented that sports and pop culture are converging globally and that the studio aims to "redefine what is possible at that intersection."
One of the studio's first major projects is a documentary series titled "One More Drive." It will track Tom Brady as he prepares for the Fanatics Flag Football Classic and explores a potential bid to play for Team USA. This comes as flag football is set to make its Olympic debut at the 2028 Los Angeles Games.
Redefining the Fan Experience
Beyond the Brady series, Fanatics Studios will oversee a range of Olympic-related projects focusing on athletes, culture, and defining moments of the Games. The studio officially launched with an event in Los Angeles on Tuesday evening.
Michael Rubin framed the initiative as a core part of the company's mission to enhance fan engagement. He pledged to create content that "brings fans closer than ever to the teams, players, sports, cultural moments and events that they love in a way that’s never been done before." This strategic pivot positions Fanatics not just as a retailer, but as a dominant storyteller at the heart of the sports and entertainment landscape.
