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Fanatics Launches Global Studio for Sports Entertainment

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  Published in Sports and Competition on Tuesday, January 13th 2026 at 12:50 GMT by Fox Business

Tuesday, January 13th, 2026 - Fanatics, the undisputed heavyweight in licensed sports merchandise, is making a bold and strategic pivot, formally launching a new global studio dedicated to premium sports and cultural entertainment. This move signals a significant shift for the company, transforming it from a primarily merchandise-focused business into a formidable contender in the expansive sports and entertainment landscape.

For years, Fanatics has been the go-to destination for fans seeking apparel, collectibles, and gear related to their favorite teams and athletes. However, the company's leadership recognizes the limitations of relying solely on merchandise sales in an evolving digital age. This new studio represents a calculated effort to deepen its engagement with fans, capitalize on its existing partnerships, and diversify its revenue streams.

Leveraging Existing Power & Data

The core strength of Fanatics lies in its unparalleled network of relationships. The company has forged deep ties with major sports leagues (including the NFL, NBA, MLB, NHL, and international soccer bodies), individual teams, and high-profile athletes. This studio aims to leverage those relationships in a uniquely powerful way - creating content about those leagues, teams, and athletes, offering fans a more immersive and comprehensive experience.

Furthermore, Fanatics possesses a vast wealth of data about fan preferences and behaviors, accumulated through years of online sales and engagement. This data-driven approach promises to inform content creation, ensuring that productions resonate deeply with target audiences and maximize viewership and impact. According to a recent statement, the studio plans to utilize these insights to "create compelling content that resonates with fans around the globe," suggesting a focus on understanding and catering to diverse regional interests.

Content Scope & Strategy

The scope of the studio's output appears ambitious. While initial details remain relatively scarce, Fanatics has indicated that the studio will encompass a wide range of formats, including documentaries - a naturally appealing format for sports storytelling - films, and other engaging video content. The announcement emphasized both original productions and collaborative projects, suggesting a flexible and adaptable content strategy. Speculation amongst industry analysts points to potential docuseries following athlete journeys, behind-the-scenes looks at team operations, and explorations of sports culture beyond the field of play. Given Fanatics' global reach, content tailored for international markets is also expected to be a significant focus.

Competitive Landscape & Implications

Fanatics' entry into the content creation arena directly challenges established players such as ESPN, Netflix (with its growing sports portfolio), and Amazon (which has heavily invested in sports broadcasting rights). The move is perceived as a significant power shift, especially given Fanatics' established consumer base and its ability to seamlessly integrate content promotion with merchandise sales. The ability to offer exclusive content to customers who purchase Fanatics merchandise could be a powerful incentive and loyalty-building tool.

The studio's success will hinge on its ability to produce high-quality, engaging content that differentiates itself from the crowded sports entertainment market. While Fanatics boasts valuable partnerships, true success demands creative storytelling and strong production values. The company's willingness to explore collaborations suggests an acknowledgement of this challenge, and a strategy to leverage outside expertise where necessary.

Looking Ahead

The launch of this global studio marks a pivotal moment for Fanatics. It represents a long-term investment in the future of the company, positioning it as more than just a merchandise provider. As the studio begins to release its initial projects, the sports and entertainment industry will be closely watching to see if Fanatics can deliver on its ambitious vision and establish itself as a major force in the world of premium content.