Fanatics Studios
Fanatics Studios is a January 2026 joint venture between Fanatics and OBB Media that creates and distributes premium sports entertainment content — original programming, athlete-driven shows, and live competitions — for the broader Fanatics ecosystem's 100M+ reachable fans.
- Company typePrivate
- Founded2002
- HeadquartersNew York, United States
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Fanatics Studios does
Fanatics Studios is a transformative joint venture between Fanatics and OBB Media launched in January 2026, designed to independently create, finance, produce, and distribute premium sports entertainment content at the intersection of sports and culture. The studio's product surface spans original programming, athlete-driven shows, live competitions such as Fanatics Games, and content activations at flagship fan events including Fanatics Fest NYC, which drew more than 125,000 attendees in its second iteration. Distribution is anchored by the Fanatics App — a unified mobile platform integrating shopping, collectibles marketplace, sportsbook, live scores, and loyalty tracking — alongside owned e-commerce properties, in-venue stadium retail, Lids stores, and third-party marketplaces, providing reach to 100M+ fans globally and 6,000+ athletes and celebrities.
The studio operates within Fanatics' broader digital sports platform, which also encompasses Fanatics Commerce (licensed merchandise), Fanatics Collectibles (Topps trading cards and memorabilia), Fanatics Betting & Gaming (sportsbook and iGaming), Fanatics Markets (prediction markets launched December 2025), Fanatics Advertising, Fanatics Events, and the cross-ecosystem Fanatics ONE loyalty program introduced in August 2025. Underlying technology includes Fanatics' proprietary v-Commerce platform for design, manufacturing, and distribution of licensed sports merchandise, and the FanCash loyalty currency that monetizes cross-ecosystem engagement.
The business model combines transaction-fee revenue from event ticketing and experiences, content licensing, and platform-integration economics with the Fanatics ecosystem. Fanatics Inc. (legal entity Fanatics Holdings, Inc., a private US corporation) is the parent platform, last valued at $31 billion in December 2022 following a $700M raise, with prior rounds led by SoftBank Vision Fund, Silver Lake, Temasek, and Alibaba, and strategic participation from the NFL, MLB, NHL, MLS, and NFLPA. Fanatics Studios itself was established as the newest vertical on this platform and currently has no separately disclosed revenue, financials, or headcount.
Fanatics Studios firmographics
Firmographics- Name
- Fanatics Studios
- Legal name
- Fanatics Holdings, Inc.
- Website
- https://fanaticsinc.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Fanatics Studios is a January 2026 joint venture between Fanatics and OBB Media that creates and distributes premium sports entertainment content — original programming, athlete-driven shows, and live competitions — for the broader Fanatics ecosystem's 100M+ reachable fans.
- Ownership category
- akta.pro rank
Fanatics Studios industry classification
Industry- Product category
- Sports Entertainment Content
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Spectator Sports (7112)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Paid Live Events & Virtual Tickets (Webinars/Streams) (MPACAFAC)
- akta.pro secondary industry
- Virtual Fan Events & Meet-and-Greets (Q&A, VIP Access) (MPAGAOAG)
Keywords
Where Fanatics Studios is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Fanatics Studios business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain
Revenue model
- Licensed Merchandise Sales (Commerce): Fanatics designs, manufactures, and retails licensed fan gear, jerseys, lifestyle/streetwear products, headwear, and hardgoods for sports leagues, teams, colleges, and entertainment properties. Revenue is generated through direct consumer sales via owned e-commerce, in-venue retail, and third-party channels, including Lids stores. This is the primary revenue driver for the parent Fanatics ecosystem.
- Trading Cards & Collectibles: Through Topps and the broader Fanatics Collectibles business, the company designs, produces, and sells physical and digital trading cards, sports memorabilia, and trading card games. Revenue is generated from product sales, marketplace transactions, and premium auction offerings including memorabilia.
- Sports Betting & iGaming (Gaming): Fanatics operates an online and retail sports betting platform (Fanatics Sportsbook) and online casino real-money wagering. Revenue is generated through take rates on sports wagers and casino product engagement.
- Fanatics Studios — Sports Entertainment Content: Premium sports entertainment content including original programming, live competitions (Fanatics Games), athlete-driven shows, and live events. Revenue is generated through fan engagement, event ticketing and experiences, and platform integration with the broader ecosystem.
- Prediction Markets (Fanatics Markets): A prediction markets platform enabling fans to engage with real-world sports, cultural, economic, and political events. Revenue is generated through market participation and trading activity.
- Advertising & Media: Fanatics Advertising connects brands with the company's 100M+ fan base through on-site and off-site media solutions, including at live events and across digital channels.
Go-to-market motion4 records
Distribution channels6 records
Marketing channels5 records
Fanatics Studios product offering
Product offeringCore offering
Fanatics Studios is a joint venture between Fanatics and OBB Media that independently creates, finances, produces, and distributes premium original sports entertainment content—including original programming, athlete-driven shows, and live competitions—at the intersection of sports and culture. Content is delivered directly to sports fans through the Fanatics App and at flagship live events such as Fanatics Fest and the Fanatics Games.
Product overview
Fanatics Studios is part of Fanatics' broader digital sports platform ecosystem, which operates as a platform-plus-modules architecture. The ecosystem encompasses multiple distinct businesses including Fanatics Commerce (licensed merchandise), Fanatics Collectibles (trading cards), Fanatics Betting & Gaming (sportsbook/iGaming), Fanatics Events (live events), Fanatics Studios (sports entertainment content), Fanatics Markets (prediction markets), and Fanatics Advertising (media). These businesses are tied together through Fanatics ONE, a cross-ecosystem loyalty program, and share a vertically-integrated commerce platform. Fanatics Studios specifically is a joint venture with OBB Media focused on sports entertainment content creation.
Differentiator
Problem solved
Functional benefit
Brands
- Topps: Leading licensed trading card brand and collectibles business
- Lids
Products and services
- Fanatics Studios A sports entertainment content studio that independently creates, finances, produces, and distributes original premium sports entertainment content at the intersection of sports and culture, including original programming, athlete-driven shows, live competitions, and live events for sports fans and partner leagues/teams globally.
- Fanatics Games A live sports competition event produced within the Fanatics Studios content slate, featuring athletes, celebrities, and creators competing for over $2M in prizes. Debuted at Fanatics Fest NYC 2025 and serves as a flagship content property distributed via the Fanatics App and at live events.
Quantifiable outcome
- 125,000+ attendees at Fanatics Fest NYC 2025, with Fanatics Games offering over $2M in prizes — demonstrating the scale and appeal of Studios-driven live entertainment events.
Companies that use Fanatics Studios
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Fanatics Studios technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Fanatics Studios partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and flagship.
- OBB MediacoreFanatics Studios is a transformative joint venture by Fanatics and OBB Media, the award-winning next-generation entertainment studio, to create the premier global studio for sports entertainment. OBB Media contributes content production expertise and award-winning entertainment capabilities to the joint venture.
- NFL (National Football League)flagshipFanatics is the manufacturer and distributor of all Nike-branded NFL fan gear and jerseys. Fanatics Commerce holds a comprehensive commercial partnership with the NFL.
- NBA (National Basketball Association)flagshipFanatics Commerce is a licensed merchandise partner of the NBA. Topps (Fanatics Collectibles) holds the official trading card partnership with the NBA (from October 2025, returning for the first time since the 2009-10 season).
- MLB (Major League Baseball)flagshipFanatics Commerce is a licensed merchandise partner of MLB. Topps (Fanatics Collectibles) holds the official trading card partnership with MLB and MLBPA. Fanatics also manufactures Nike-designed MLB on-field uniforms.
- NHL (National Hockey League)flagshipFanatics and NHL announced an expanded partnership in March 2023 where Fanatics became the NHL's authentic outfitter of on-ice player uniforms in a 10-year deal beginning in 2024. Fanatics Commerce is a licensed merchandise partner.
- NikeflagshipNike and Fanatics have a multi-partnership: Fanatics manufactures and distributes all Nike-branded NFL adult jerseys and apparel (May 2018); Fanatics manufactures all Nike-designed MLB on-field uniforms and fan gear (January 2019); Fanatics manufactures all Nike-branded fan gear for top college partners starting in 2024 (July 2022).
- Premier LeagueflagshipFanatics Collectibles and the Premier League announced a multi-year partnership in May 2024 for Fanatics to become the exclusive provider of Premier League trading cards, trading card games, and stickers.
- Disney, Marvel, PixarcoreFanatics holds partnerships with Disney and its subsidiary brands (Marvel, Pixar) for licensed merchandise and collectibles including trading cards and merchandise featuring Disney and Marvel IP.
- WWEcoreFanatics is a licensed merchandise partner of WWE for fan gear and collectibles.
- LaLigacoreFanatics holds a partnership with LaLiga for licensed merchandise distribution.
- BundesligacoreFanatics Collectibles holds a partnership with Bundesliga for exclusive trading cards and collectibles.
- UFCcoreFanatics holds a partnership with UFC for licensed merchandise and in-venue retail.
- F1 (Formula 1)coreFanatics holds a partnership with Formula 1 for licensed merchandise.
- International Olympic Committee (IOC)coreFanatics is a licensed merchandise partner of the IOC for Olympic Games merchandise including LA 2028 Summer Olympics and LA 2028 Paralympic Games.
- NCAAflagshipFanatics Commerce is a licensed merchandise partner of NCAA. The company also partners with Nike for fan gear at top college programs. Fanatics supports Make-A-Wish with all sports-related wishes (October 2023).
- Paris Saint-Germain (PSG)coreFanatics launched a long-term omnichannel retail and licensed products partnership with PSG in June 2020.
- lululemoncoreFanatics and lululemon launched a premium collection of men's and women's NHL fan apparel in October 2024.
- Make-A-WishcoreFanatics and Make-A-Wish announced a multi-year, first-of-its-kind partnership in October 2023 where Fanatics supports all sports-related wishes for the wish-granting organization.
Scale indicators9 records
Recent moves3 records
Expansion highlights5 records
Fanatics Studios competitors and assessment
Company assessmentDirect peers
- Barstool Sports: Barstool Sports is a digital sports media and entertainment company producing original video content, podcasts, and live events tied to sports culture — overlapping with Fanatics Studios' content and live-event offering.
- The Players' Tribune: The Players' Tribune pioneered athlete-first long-form content and is a direct competitor in premium, athlete-driven sports storytelling — directly comparable to Fanatics Studios' athlete-driven show format.
- Religion of Sports: Religion of Sports (founded by Tom Brady, Michael Strahan, and Gotham Chopra) is a sports storytelling studio producing premium documentary and series content — a direct competitor in athlete-driven original sports entertainment.
- Whistle Sports: Whistle Sports produces digital sports entertainment content for a Gen Z/millennial audience across social platforms — comparable to Fanatics Studios' digital content distribution strategy through the Fanatics App.
- Skydance Sports: Skydance Sports is a premium sports content studio producing films, documentaries, and scripted series tied to major sports IP — directly comparable to Fanatics Studios' mission of creating original sports entertainment content with league and athlete partnerships.
- Overtime: Overtime is a sports media company producing short-form and original content targeted at next-generation sports fans, including athlete-built leagues — directly comparable to Fanatics Studios' focus on youth-skewing, athlete-driven sports entertainment.
- Sports Illustrated Studios (Maven / The Arena Group): Sports Illustrated Studios produces original sports documentaries, series, and short-form content — directly comparable to Fanatics Studios' premium original sports entertainment offering.
Emerging players
- Uninterrupted (LeBron James / SpringHill Company): SpringHill/Uninterrupted produces athlete-led premium content, brand storytelling, and documentaries — an emerging player with a comparable athlete-first content thesis to Fanatics Studios.
Broad incumbents
- NFL Films: NFL Films is the established gold standard in premium sports documentary and entertainment production with privileged league access — a broad incumbent comparable to Fanatics Studios' league-IP-driven content model.
- Netflix Sports: Netflix's sports division (F1 Drive to Survive, NFL Christmas Day, Full Swing) is a broad incumbent in premium sports entertainment, with effectively unlimited content budget and global distribution — a key competitive constraint for Fanatics Studios.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Fanatics Studios social profiles
Digital presenceFanatics Studios financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fanatics Studios leadership team
Management profileNumber of profiles
Fanatics Studios subsidiaries and ownership
Company hierarchySubsidiaries15 records
Fanatics Studios funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fanatics Studios M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fanatics Studios
What does Fanatics Studios do?
Fanatics Studios is a joint venture between Fanatics and OBB Media that independently creates, finances, produces, and distributes premium original sports entertainment content—including original programming, athlete-driven shows, and live competitions—at the intersection of sports and culture. Content is delivered directly to sports fans through the Fanatics App and at flagship live events such as Fanatics Fest and the Fanatics Games.
Is Fanatics Studios a public or private company?
Fanatics Studios is a private company. It is classified as venture growth investor backed and is currently operating.
When was Fanatics Studios founded?
Fanatics Studios was founded in 2002. It employs 5,001 to 10,000 people.
Where is Fanatics Studios based?
Fanatics Studios is headquartered in New York, United States, in the North America region.
How does Fanatics Studios make money?
Six revenue lines are on record. Licensed Merchandise Sales (Commerce) is the primary driver. The others are trading Cards & Collectibles, sports Betting & iGaming (Gaming), fanatics Studios — Sports Entertainment Content, prediction Markets (Fanatics Markets) and advertising & Media.
Who are Fanatics Studios's main competitors?
Direct peers on record are Barstool Sports, The Players' Tribune, Religion of Sports, Whistle Sports, Skydance Sports, Overtime and Sports Illustrated Studios (Maven / The Arena Group). Uninterrupted (LeBron James / SpringHill Company) is listed as an emerging player. Broad incumbents are NFL Films and Netflix Sports.
Does Fanatics Studios have an API?
No public API is recorded for Fanatics Studios.
What industry is Fanatics Studios in?
Fanatics Studios's product category is Sports Entertainment Content. Its primary akta.pro industry code is MPACAFAC, Paid Live Events & Virtual Tickets (Webinars/Streams), with a secondary code of MPAGAOAG, Virtual Fan Events & Meet-and-Greets (Q&A, VIP Access). Its NAICS code is 71131 and its SIC code is 7900.