The Varsity Inside Ratner and Rubin’s Fanatics Content Factory
Jan 14, 2026
Michael Ratner, C.E.O. of OBB Media and dynamic filmmaker behind major sports content initiatives, dives into his new venture with Michael Rubin to launch Fanatics Studios. He shares insights on leveraging athlete relationships for compelling storytelling, the unique power of sports narratives, and adapting content for various platforms. Ratner also discusses innovative plans for Fanatics Fest, the LA28 Olympic film, and the evolution of the sports content market, emphasizing the need for shareable moments that resonate with audiences.
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Content Meets Commerce As A Flywheel
- Fanatics plus OBB creates a 360-degree content-commerce-community flywheel around sports.
- Combining athlete access, league deals, and merch turns storytelling into direct business value.
Fanatics Fest Viral Moments
- Fanatics Fest produced viral moments like Brady tossing the Lombardi to Gronk and Kevin Durant finding out a trade on stage.
- Michael D. Ratner used those organic stunts to extend the live experience into global content.
High Revenue From Prebuilt Partnerships
- Fanatics Studios expects nine-figure revenue in year one due to pre-arranged league and network partnerships.
- Exclusive sports focus with OBB gives scale few new studios can match.
