Fanatics, the renowned U.S. sports merchandising and culture company, has recently made an exciting leap into the world of entertainment with the official unveiling of Fanatics Studios. This new initiative represents a significant expansion of the company’s reach beyond its traditional focus on merchandise, as Fanatics ventures into the realm of media production. Fanatics Studios is set to create a wide range of content, including films, documentaries, digital series, and live specials, all centered around sports and the broader cultural moments that these events inspire.
The company’s foray into media production is aimed at capitalizing on the growing demand for content that blends athletic competition with the compelling narratives of culture, human achievement, and the drama of live sports. Among the first projects announced by Fanatics Studios is the official film of the Los Angeles 2028 Olympics, which promises to offer an in-depth look at the global spectacle. Additionally, a multi-part documentary series focusing on one of the NFL’s most iconic figures, Tom Brady, has also been revealed. Titled One More Drive, the documentary will explore Brady’s unparalleled career, his enduring legacy in football, and the human stories that have unfolded alongside his journey through the sport.
Fanatics Studios is not stopping there; the company has also forged a partnership with ESPN to co-produce the 2026 ESPY Awards. This partnership will allow Fanatics to play a significant role in producing a major event that celebrates the intersection of sports and entertainment. Along with ESPN, Fanatics Studios is also working to build original content with other notable sports brands such as WWE, MLB, and Fox Sports. This collaboration with such key players in the sports world positions Fanatics Studios as a serious contender in the media space, with the potential to reshape how sports content is consumed by fans across various platforms.
The launch of Fanatics Studios reflects a broader trend in the sports industry where brands are increasingly looking to engage with their audiences beyond traditional merchandising and ticket sales. Michael Rubin, the founder of Fanatics, stated that the creation of Fanatics Studios is part of a larger strategy to “enhance the fan experience.” He emphasized that the company wants to reach fans in a more meaningful way by offering them unique storytelling that goes beyond what they typically experience through merchandise and live events. This move acknowledges the growing importance of content in the digital age and how deeply fans crave stories that connect them to the athletes and events they love.
As sports continue to evolve and engage with fans through digital and media platforms, Fanatics’ expansion into entertainment underscores the increasing importance of content as a tool for deepening fan loyalty and creating immersive experiences. With Fanatics Studios, the company is poised to tap into a lucrative and expanding market, one where sports and culture merge in ways that entertain and resonate with audiences worldwide.
By launching this studio, Fanatics is not just diversifying its revenue streams; it’s positioning itself as a key player in the future of sports media, where storytelling plays a pivotal role in defining fan experiences. The move is a clear acknowledgment of how sports have become more than just games played on the field—they are now part of the broader cultural fabric that fans follow, celebrate, and consume in myriad forms. With ambitious projects on the horizon, Fanatics Studios is set to be a major player in this exciting new chapter of sports and entertainment.
