Sports merchandising giant Fanatics announced on Tuesday the launch of Fanatics Studios, a media and entertainment studio established as a joint venture with OBB Media.

Fanatics Studios will create, produce and distribute content at the intersection of sports and culture, the company said in a release. This will include feature films, documentaries, scripted and unscripted content, live events and digital series.

OBB Media founder and CEO Michael Ratner will serve as CEO of the company.

“I’m incredibly excited about launching Fanatics Studios and adding an important content and media business to our growing sports platform that also supports all of our existing businesses,” Fanatics CEO Michael Rubin said in a statement.

Rubin acquired e-commerce site Fanatics in 2011 and has built the company into a cross-sector juggernaut. Fanatics has broadened its reach among sports fans through collectibles, sports betting, live shopping and events.

Fanatics now employs more than 22,000 people and is valued at more than $30 billion, according to a person familiar with the matter. The company expects $13 billion in revenue in 2026.

Fanatics estimates the new content studio will record nine-figure revenue in its first year of operation, making it a meaningful part of the business, the person said.

The company already has a slate of projects that includes serving as a content partner for the 2028 Los Angeles Olympics, a flag football tournament taking place in Saudi Arabia and a multipart documentary on seven-time Super Bowl champion Tom Brady.

Fanatics Studios will also do projects with ESPN, WWE and Major League Baseball, the company said.

“Together, we are going to continue pushing our mission of relentlessly enhancing the fan experience by creating content that brings fans closer than ever to the teams, players, sports, cultural moments and events that they love in a way that’s never been done before,” Rubin said.