Fanatics Boosts Content Creation with OBB Media Partnership

  fanatics-boosts-content-creation-with-obb-media-partnership.html
  Sports and Competition on Tue, Jan 13th, 2026 by The New York Times
      Locales: UNITED STATES, UNITED KINGDOM

Tuesday, January 13th, 2026 - Fanatics, the global leader in licensed sports merchandise, is significantly expanding its content creation efforts through a strengthened partnership with Michael Ratner's OBB Media and The Needle Drop. This move signals a major investment in original video content focusing on the intersection of sports, music, and culture, reinforcing Fanatics' ambition to become a central hub for premium entertainment for fans worldwide. The news, confirmed to The Athletic, marks a significant evolution of a partnership that began in 2023.

Building on a Foundation of Success: 'Unprotected' and Beyond

The initial collaboration between Fanatics Studios and OBB Media/The Needle Drop yielded promising results, notably with the popular series 'Unprotected.' This early success demonstrated the potential for creating compelling, audience-driven content that resonated with Fanatics' massive and diverse fanbase. 'Unprotected,' while details remain generally undisclosed, has reportedly garnered significant viewership across Fanatics' digital platforms, paving the way for a larger and more ambitious content strategy.

Michael Ratner: The Creative Visionary at the Helm

Central to this expanded partnership is Michael Ratner, the driving force behind OBB Media and The Needle Drop. Ratner, a respected figure in the media landscape, founded OBB Media in 2016 and The Needle Drop in 2017. His experience in crafting engaging and culturally relevant content across various formats - including podcasting, live events, and talent management - makes him an invaluable asset to Fanatics' content strategy. Ratner will retain creative oversight of all content produced under the renewed agreement, ensuring the continued quality and alignment with the target audience.

Fanatics' Aggressive Content Investment & Broader Strategy

Fanatics' commitment to original content is not a recent development. The company has been steadily investing in this area for several years, recognizing the growing importance of digital content in engaging fans and building brand loyalty. This expanded partnership represents a significant acceleration of that strategy. While initially focused on licensed merchandise, Fanatics understands that offering a robust content ecosystem - featuring exclusive sports analysis, behind-the-scenes access, music documentaries, and culturally relevant programming - is crucial for cultivating a deeper connection with fans.

Industry analysts suggest Fanatics' move is part of a wider trend for sports merchandise companies to diversify their revenue streams. No longer content to simply sell jerseys and hats, these companies are seeking to create immersive fan experiences that extend far beyond traditional retail. By partnering with established content creators like Ratner and his teams, Fanatics avoids the pitfalls of in-house production and leverages existing expertise.

What to Expect: Content Focus and Distribution

The expanded partnership will focus on producing a wider range of original video content, specifically targeting the overlap between sports, music, and popular culture. This could include athlete profiles, documentaries exploring the impact of music on sports culture, exclusive interviews, and perhaps even short-form series catering to different demographics within the Fanatics audience. While the initial distribution will be through Fanatics' own digital platforms - including their website, app, and social media channels - there's the potential for distribution deals with other streaming services and digital media outlets, further broadening the reach of the content.

Ratner's Growing Media Empire

This deal is also a significant development for Michael Ratner and his media empire. OBB Media and The Needle Drop have already established strong reputations, and this partnership with a powerhouse like Fanatics provides them with a platform to reach a significantly larger audience and expand their operations. It solidifies Ratner's position as a key player in the evolving media landscape, demonstrating the value of specializing in niche content and cultivating authentic relationships with audiences. It's a testament to his ability to identify and capitalize on emerging trends in the entertainment industry.