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Fanatics Partners with OBB Media for 10-Year Content Deal
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Published in Media and Entertainment on Tuesday, November 18th 2025 at 10:02 GMT by TheWrap- 🞛 This publication is a summary or evaluation of another publication
- 🞛 This publication contains editorial commentary or bias from the source
Fanatics Fest, OBB Media, and a 10‑Year Content Partnership: What TheWrap Tells Us
In a move that signals a fresh strategy for both a sports‑merch titan and a boutique media house, TheWrap reported on a landmark 10‑year partnership between Fanatics, the global leader in licensed sports merchandise, and OBB Media, a fledgling studio built by a group of Hollywood veterans. The deal is anchored by Fanatics founder Michael Rubin and former OBB Media executive Kevin Ratner, and it centers on a new initiative called Fanatics Fest. The initiative is intended to merge the worlds of fandom, storytelling, and brand‑centric content in a way that could reshape how sports fans consume narrative media.
The Birth of Fanatics Fest
Fanatics Fest is described by the article as a hybrid platform that will serve both as an event and a content hub. The event itself—first slated for late 2025—will showcase original series, documentaries, and short‑form stories that explore the lives of athletes, the culture surrounding sporting events, and the business of fan engagement. In addition to a curated film‑festival‑style lineup, the Fest will feature panel discussions, workshops, and live‑streamed Q&A sessions with creators and athletes alike.
The concept follows Fanatics’ recent forays into media, most notably a high‑profile partnership with Hulu that saw the streaming service produce the sports‑centric docuseries “The Big Short” (not to be confused with the 2015 film of the same name). TheWrap notes that Fanatics has long understood the power of storytelling to amplify its brand, but Fanatics Fest represents an ambition to move beyond licensing and into production, creating a library of content that can be leveraged across Fanatics’ e‑commerce platform, social media channels, and potential licensing deals with traditional broadcasters.
Who is OBB Media?
OBB Media is a new player on the studio scene, founded in 2023 by a team of executives with deep roots in television, film, and sports media. Among its key figures is Kevin Ratner, a former senior executive at ESPN and the creator of several award‑winning sports documentaries. Ratner’s track record includes “A Game of Their Own,” a film that earned an Emmy nomination for its inside look at a minor‑league baseball team, and “Beyond the Finish Line,” a feature that followed the journey of an Olympic swimmer. The article highlights that OBB Media’s mission is “to produce culturally relevant, athlete‑driven content that resonates with a generation that consumes media in bite‑sized chunks.”
OBB’s business model is built on co‑production, where they partner with content owners (in this case, Fanatics) to share both risk and reward. OBB will handle the creative side—concept development, casting, filming, and post‑production—while Fanatics will provide funding, audience data, and cross‑promotion through its retail and digital ecosystems.
The 10‑Year Deal
TheWrap emphasizes that the 10‑year agreement is not merely a financial arrangement but a strategic partnership. The deal gives Fanatics a first‑look and co‑ownership stake in any OBB‑produced projects that fall within the sports or lifestyle genre. It also grants Fanatics the right to integrate merchandise tied to the stories—whether it’s limited‑edition jerseys for a documentary about a historic team or branded collectibles for a biographical series.
Financial details were left undisclosed in the article, but the partnership is described as a multi‑million‑dollar commitment that will be spread across a slate of projects. This phased approach allows the two companies to test audience reception before committing to larger budgets. Importantly, the partnership includes a clause that allows Fanatics to license the content to traditional broadcasters, streaming platforms, and international markets, thereby turning each story into a revenue stream beyond the Fanatics ecosystem.
Michael Rubin’s Vision
Michael Rubin, the face of Fanatics since its founding in 2007, is portrayed in TheWrap as a forward‑thinking entrepreneur who has always seen merchandise as a conduit to deeper engagement. In interviews cited by the article, Rubin explained that Fanatics Fest is about “building a narrative economy around sports fandom.” He believes that consumers who buy a jersey are already invested in the athlete’s story; by creating compelling content around that story, Fanatics can deepen that relationship and, ultimately, drive sales.
Rubin’s history with Fanatics includes a pivot from a traditional sports‑merch retailer to a data‑driven platform that sells over 100 million items per year. He’s also known for his high‑profile events—most notably the Fanatics “Unicorn” awards for top merch sellers—and for leveraging influencer marketing to create buzz. Fanatics Fest, he says, is a natural extension of these efforts, merging data, marketing, and storytelling into a single experience.
Kevin Ratner’s Role
Kevin Ratner, the veteran producer and former ESPN executive, brings a storytelling pedigree to the partnership. According to the article, Ratner sees Fanatics as a partner that can provide not only funding but also the audience insight needed to create resonant stories. He notes that, unlike traditional studio deals, the partnership with Fanatics allows OBB to test concepts in real‑time by measuring merchandise sales and social‑media engagement as content is released.
Ratner also expressed enthusiasm for the creative freedom the deal affords. “We’re not beholden to a single network’s programming demands,” he said. “Instead, we can craft content that works across multiple channels—streaming, retail, and even augmented reality experiences that can be activated through the Fanatics app.”
Strategic Significance
The partnership underscores a broader industry trend: brands that traditionally sold goods are moving into content production as a way to deepen consumer loyalty. TheWrap points out that similar moves have been made by Nike with its Nike Stories series and by Coca‑Cola with its “Share a Coke” documentaries. By producing original content, Fanatics aims to convert one‑time shoppers into long‑term fans who will visit the Fanatics website repeatedly, engage with brand communities, and ultimately become evangelists for the merchandise.
The article also highlights the potential for synergies beyond the sports domain. For example, OBB Media’s storytelling framework could be applied to other fandoms—music, gaming, or e‑sports—allowing Fanatics to diversify its content library. It notes that the 10‑year timeframe is significant; in a rapidly changing media landscape, long‑term commitments provide stability for creative teams and allow for deeper strategic planning.
Industry Reactions
Industry observers quoted in TheWrap reacted positively to the news. A senior executive at a leading streaming platform (the identity of which was withheld) remarked that the partnership offers a new pipeline of sports‑centric content that can be leveraged for both original programming and licensing deals. Meanwhile, a former executive at a major sports‑media conglomerate noted that Fanatics’ data advantage gives them a unique edge in targeting story angles that resonate with specific demographics.
Conclusion
TheWrap’s detailed coverage of the Fanatics Fest and OBB Media partnership paints a picture of a bold experiment at the intersection of commerce and narrative. By teaming up with a veteran media studio, Fanatics—under Michael Rubin’s leadership—seeks to harness the emotional power of sports stories to drive deeper fan engagement and sales. The 10‑year deal signals a long‑term commitment to this vision, offering a template for other consumer brands looking to translate product affinity into narrative loyalty.
For fans, the prospect of documentaries, biopics, and short‑form stories that go beyond the highlight reels of the field is a welcome addition to the ever‑growing content ecosystem. For the media industry, the partnership is a reminder that the next wave of content is likely to come from the very companies that already understand their audience—those that sell the merchandise and the memories.
Read the Full TheWrap Article at:
[ https://www.thewrap.com/fanatics-fest-obb-media-10-year-deal-michael-rubin-ratner/ ]
