Fox Sports Invests in Tom Brady’s Shadow Lion Creative Studio

Fox Sports has announced a strategic investment in Shadow Lion, the creative and IP studio co-founded by seven-time Super Bowl champion Tom Brady. The deal, reported to be worth between $125 million and $135 million, strengthens Fox’s position in athlete-led content and entertainment production.

Shadow Lion, established in 2017, specialises in sports storytelling, branded content, and original productions. The company will now expand operations through a new production hub located near Fox Sports’ Los Angeles headquarters. The partnership will also see Shadow Lion produce a range of projects, including a documentary series on the University of Michigan football program, executive produced by Brady and Michigan head coach Jim Harbaugh.

The investment aligns with Fox Sports’ broader strategy to increase ownership of sports-related intellectual property and original programming. The network aims to develop new media assets beyond live broadcasting, tapping into the growing demand for behind-the-scenes, documentary-style, and athlete-led content.

As part of the agreement, Shadow Lion and Fox will co-develop the “Fanatics Flag Football Classic,” an entertainment-driven live event designed to blend sports and celebrity culture. The event will be broadcast by Fox and is expected to draw significant sponsor and fan engagement.

The move reflects an ongoing trend among major broadcasters seeking to diversify revenue streams by investing directly in production capabilities and IP creation. It also underscores the continued influence of high-profile athletes like Brady in shaping the direction of the sports media industry.

Fox’s investment in Shadow Lion strengthens its creative ecosystem while positioning it to compete more effectively in a marketplace where athlete-driven storytelling is becoming a central part of sports entertainment.