Fanatics continues its push to be a household name, announcing the launch of Fanatics Studios earlier this week.
The organization, known for its presence in the sports betting, prediction market, and licensed sports apparel spaces, is now dipping its toe into the content game with this partnership with OBB Media.
Fanatics Studios aims to be a global studio for sports entertainment.
The venture aims to create, finance, and produce content that crosses over between sports and culture, said Fanatics CEO Michael Rubin in a release.
“I’m incredibly excited about launching Fanatics Studios and adding an important content and media business to our growing sports platform that also supports all of our existing businesses … We are going to continue pushing our mission of relentlessly enhancing the fan experience by creating 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.”
Launch features Brady, Aaron Donald
Fanatics unveiled plans for Fanatics Studios with a big event at the Intuit Dome in Inglewood. Those plans include partnerships with LA28, ESPN, WWE, and the MLB.
Content plans include live events, original series, and feature films. For example, former NFL quarterback and current sports broadcaster Tom Brady, who appeared at the press conference launching Fanatics Studios, is producing a multi-part documentary with Fanatics Studios.
California residents (as well as others across the country) can look forward to Fanatics Studios creating the official Olympics film for the 2028 Olympics, which take place in Los Angeles.
OBB’s Michael D. Ratner will serve as the CEO of Fanatics Studios.
“Sports and pop culture are converging at the heart of the global entertainment landscape and we’re building Fanatics Studios to redefine what is possible at that intersection. At OBB, our mission has always been to work with the greatest and most ambitious partners, and Fanatics is undeniably that – a powerhouse that is respected by athletes, leagues, organizations, and fans across the sports universe.”
Other big-time athletes such as James Harden of the Los Angeles Clippers and former Los Angeles Ram defensive star Aaron Donald also attended the event.
Brady hasn’t played football competitively since the 2022-23 NFL season. However, at the Fanatics Studios event, the seven-time Super Bowl champion hinted at trying out for the 2028 US Olympic flag football team.
Fanatics’ California presence continues to grow
The announcement this week comes just weeks after the company announced Fanatics Markets was launching in the Golden State.
Prediction markets are skyrocketing in popularity. They offer an alternative to sports betting, which remains illegal in California. Major players in the sports betting space, like DraftKings and FanDuel, have taken a similar approach as Fanatics.
It doesn’t appear as though prediction markets like Fanatics’ operation will die down any time soon. Last year, three California tribes filed a lawsuit against market firms Kalshi and Robinhood, as well as an injunction. The US District Court Northern District of California, though, denied the injunction, which meant the markets could proceed as they had been.
Upon that ruling, Fanatics launched its market within California. Coupled with its work in the 2028 Olympic Games in Los Angeles, Fanatics isn’t slowing down in California.
