Fanatics, led by Michael Rubin, is moving toward becoming a key player in entertainment by expanding its operations into content production.
On September 8, 2026, it was confirmed that Michael Rubin, founder and CEO of Fanatics, is pursuing an expansion of the company into the entertainment sector. The news highlights Fanatics' plans to evolve beyond its successful sports merchandise and live event business into content production.
According to The Hollywood Reporter, Rubin stated that the company is already a dominant force in sports but aims to capture a larger segment of the media and entertainment landscape. Fanatics has made noteworthy strides in live events and pop culture through initiatives like Fanatics Fest, an event that combines sports and entertainment and features participation from various celebrities and athletes. The potential of becoming a studio aligns with Fanatics' ongoing efforts to innovate and expand its influence.
Fanatics Fest serves as a key example of how the company envisions its role in the entertainment industry. During this event held at New York's Jacob Javits Center, Fanatics showcased its ability to effectively combine sports, pop culture, and commerce. Events like the Fanatics Games, where celebrities face off in sports challenges, have garnered significant attention, demonstrating a model for engaging audiences through novelty and interaction, while streaming content online to reach a wider audience.
Michael Rubin emphasized the goal of creating memorable in-person experiences that can also yield compelling digital content. "We create a year's content and you give great stories," he commented, detailing how in-person moments can go viral on platforms such as TikTok and Instagram.
Fanatics has been proactive in creating connections with A-listers and sports icons, enhancing its ability to draw these figures into collaborative projects. The company has established partnerships with Hollywood through Fanatics Studios, launched in collaboration with entertainment studio OBB. Together, they plan to produce various content, including unscripted documentaries and podcasts, broadening Fanatics' narrative beyond its commerce-centric model.
CEO of Fanatics Studios, Michael D. Ratner, hinted at future announcements that could clarify the new direction in storytelling and content production. Having a roster of relationships with athletes and celebrities positions Fanatics well for integrating these narratives into its existing business framework.
Rubin's vision extends to creating a recurring event dubbed "Sports Week," which would annualize the brand's efforts in New York City, aligning various sports and entertainment events to draw even more attention. This strategic move aims to engage a loyal fan base and appeal to broader pop culture interests.
While Fanatics has not revealed plans for competing directly against major media entities for sports rights, the company's existing resources and partnerships suggest a potential to innovate how sports stories are told and experienced across various platforms.
Michael Rubin’s Fanatics is positioned to carve a significant niche in the entertainment sector, leveraging its existing sports relationships and successful event strategies. Although further specific plans and details have not been officially disclosed, this pursuit represents a major strategic pivot that may reshape how audiences engage with both sports and entertainment content.
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