The news: Sports apparel brand Fanatics has partnered with OBB Media to launch Fanatics Studios, a joint venture that will create, finance, produce, and distribute sports and entertainment content, per Fast Company.

• The studio launches with deals spanning Los Angeles’ 2028 Summer Olympics content production, the 2026 ESPYs on ESPN, WWE digital shows, and an MLB docuseries on the 2026 World Baseball Classic.
• A multi-part documentary on seven-time Super Bowl champion Tom Brady is already in production.
• The companies also extended their partnership with a 10-year deal to produce Fanatics Fest, an annual fan event in New York City.

The sports content gold rush: Fanatics enters entertainment production as competition for sports content intensifies across platforms.

• Global sports rights costs will increase 20% by 2030, sending total spending to over $78 billion, per Ampere Analysis.
• Streaming services are competing directly with traditional TV networks for premium sports, driving rights fees higher across the board.
• 2028 Summer Olympics organizers have secured approximately $2 billion in sponsorship revenues against a $2.5 billion goal, reflecting advertiser appetite for marquee sports events.
• Fanatics reported $8.1 billion in 2024 revenues, up 15% YoY, with its collectibles business growing 40% to $1.6 billion. CEO Michael Rubin said this week he believes it could reach $50 billion in annual revenues in 5 to 10 years through organic diversification.

Why it matters: Fanatics is betting that owning content production will deepen fan engagement and create new revenue streams—and let them capitalize on demand for sports content without bidding directly on costly rights.

• The studio model gives Fanatics direct access to athletes and leagues through existing licensing relationships, reducing production friction.
• Original content can drive traffic to Fanatics' commerce, collectibles, and betting platforms, creating cross-selling opportunities across its ecosystem.
• As streaming platforms seek differentiated sports content beyond live games, documentary and unscripted programming has become a high-value category; younger consumers—especially those 13 to 17 and 18 to 34—are far more likely to consume sports content on social media and subscription video-on-demand compared with older cohorts, per Hub Research.

Our take: Fanatics' existing infrastructure—exclusive licensing deals with major leagues, a massive fan database from its commerce and betting businesses, and relationships with athletes who are already partners—positions it to succeed. The 2028 Olympics and ESPN deals signal that media companies see Fanatics as a credible production partner, not just a merchandising platform.

Recommendations for marketers:

• Evaluate sports content partnerships early. As brands like Fanatics build production capabilities, sponsorship and integration opportunities will shift from traditional media buys to content co-creation.
• Consider original content as a fan engagement tool. Fanatics' model suggests that owning the storytelling layer can strengthen the connection between commerce and fandom.
• Monitor rising sports media costs. With global rights spending projected to reach $78 billion by 2030, advertisers should expect higher CPMs around premium sports inventory and explore alternative placements like documentary series and digital formats.
• Watch for athlete-driven content opportunities. The Tom Brady documentary and Flag Football Classic demonstrate how athlete partnerships can extend beyond endorsements into original programming.