Michael Rubin’s Fanatics has crossed another frontier in its quest to be the US’s go-to brand for anything sports fans want to bet, wear, collect, read, or watch.
global “sports entertainment studio”
In a joint venture with OBB Media, Fanatics is launching a production company to bankroll, create, and sell sports content via a premium global “sports entertainment studio.”
Fanatics Studios will launch on the back of major deals with ESPN, WWE, MLB, and LA28. The studio will produce live events, feature films, digital content, unscripted and scripted original series, including a Tom Brady docuseries.
The docuseries will follow the all-time great quarterback as he joins a host of NFL icons, including Saquon Barkley and Rob Gronkowski, in March 2026 for the Fanatics Flag Football Classic event in Saudi Arabia.
In a news release, Rubin expressed excitement about “adding an important content and media business to our growing sports platform that also supports all of our existing businesses.”
Fanatics’ relentless appetite for anything sports has seen it dominate US sportswear, iGaming, trading cards, and collectables markets. Rubin’s firm also recently added prediction markets to its roster, leaving the American Gaming Association in the process.
