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Fanatics Enters Sports Media, Expanding Beyond Merchandise

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  Published in Media and Entertainment on Saturday, January 17th 2026 at 19:58 GMT by CNBC

New York, NY - January 18th, 2026 - Fanatics, the undisputed leader in licensed sports merchandise, is dramatically expanding its reach beyond t-shirts and hats, venturing into the increasingly competitive world of sports media and entertainment. The move, revealed earlier today, signals a significant strategic pivot for the company, aiming to establish Fanatics as a comprehensive sports lifestyle platform, deeply interwoven with the experiences of fans worldwide.

For years, Fanatics has dominated the online retail space for sports merchandise, boasting exclusive partnerships with major leagues, teams, and athletes. This formidable network, built on robust relationships and extensive distribution capabilities, is now serving as the foundation for a bold new initiative: Fanatics Sports Media. The newly established studio will focus on creating original content, including video series, engaging podcasts, and even live events, designed to deepen fan engagement and foster a stronger connection with their favorite teams and players.

The announcement highlights Fanatics' ambition to evolve from a merchandise provider to a central hub for all things sports-related. "This is an exciting new chapter for Fanatics," the company stated. "We're committed to creating content that connects fans with their favorite teams and athletes in new and innovative ways." This commitment extends beyond simply replicating existing content formats; Fanatics aims to forge new avenues for fan interaction and community building.

Experienced Leadership at the Helm

Leading the charge at Fanatics Sports Media is Michael Gelman, a seasoned veteran of the sports media landscape. Gelman brings a wealth of experience, having previously held executive positions at both Fox Sports and Yahoo Sports. His expertise will be critical in shaping the studio's content strategy and navigating the complexities of the digital media environment. His appointment underscores Fanatics' serious investment in this new venture and their commitment to producing high-quality, compelling content.

A Growing Ecosystem: Beyond Merchandise

Fanatics' move into media isn't occurring in a vacuum. It's part of a broader strategy of diversification and expansion. Recent acquisitions and partnerships demonstrate this intent. Notably, Fanatics acquired Onrush, a digital collectibles business, last year. This acquisition positions Fanatics to capitalize on the burgeoning market for digital assets and provides another avenue for fan engagement. Furthermore, the company's deal with the NFL to manage the league's online retail further solidifies its position as a key player within the professional football ecosystem.

Content Strategy: What Can We Expect?

While the specifics of Fanatics Sports Media's content strategy remain under wraps, industry analysts speculate that the initial focus will naturally revolve around the leagues and teams with which Fanatics already maintains close partnerships. Expect to see exclusive behind-the-scenes content, player interviews, and in-depth analyses of games and events. However, the statement's emphasis on "innovative ways" and appealing to a "broader audience" suggests a potential for more ambitious, original programming that transcends the boundaries of typical sports coverage. This could include documentaries, biographical series, or even fictionalized narratives inspired by the world of sports. The studio's ability to leverage Fanatics' extensive data on fan behavior and purchasing patterns will likely inform content creation, ensuring relevance and resonance with target audiences.

The Competitive Landscape

Fanatics' entry into sports media puts it in direct competition with established players like ESPN, Fox Sports, and a growing number of digital platforms. However, Fanatics possesses a unique advantage: a vast and loyal fan base, built over years of providing high-quality merchandise. This built-in audience provides a powerful foundation for content distribution and monetization. Success will depend on Fanatics' ability to create compelling content that differentiates itself from the crowded media landscape and effectively leverages its existing relationships and data.

In a future where sports fandom increasingly blurs the lines between consumption and experience, Fanatics' move represents a calculated gamble--one that could redefine the very nature of how fans engage with their favorite teams and athletes. The sports media world is about to get a whole lot more interesting.