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Tom Brady’s Shadow Lion studio is teaming up with Fox Sports to produce a new wave of sports-centered entertainment. This partnership isn’t just about Brady’s influence or Sunday football—it’s a broader project to build original series, films, and digital content, blending the worlds of sports and culture across the calendar.
A new gear for Fox Sports
Tom Brady, already Fox Sports’ lead NFL analyst, is now deepening his ties to the network through Shadow Lion, the entertainment and marketing studio he co-founded. Fox has made a strategic investment in the company, aiming to stretch its storytelling capabilities beyond just game-day commentary. Eric Shanks, CEO of Fox Sports, called it a “long-term investment” that lets Fox tap into something fresh: “It became clear that a partnership with Shadow Lion and Tom could give Fox Sports a new gear.”
Brady explained the move as a way to extend the emotional impact of sport into the realm of storytelling. “It’s exponential growth,” he said. “And I’m so excited to have all these things happen in one place.” As someone who’s lived both the highs and the heartaches of football, Brady seems particularly eager to explore stories that speak to fans on a deeper level. And from the sound of it, Fox is ready to give him the tools to do so.
A studio within Fox’s own backyard
As part of the partnership, Shadow Lion will open a new office on the Fox lot in Los Angeles. Philip Byron, who was recently named head of content at Shadow Lion, will be based there. This isn’t just about letting Brady cook up his own projects on the side—it’s about integrating Shadow Lion directly into the Fox landscape, making it a player in the broader content strategy. To read Gwen Stefani headlines magical 2025 Disney Christmas Parade
Gilad Haas, co-founder of the studio, confirmed that the goal is to go well beyond Brady-led projects. Shadow Lion is expected to contribute both branded and entertainment content, building out a slate that appeals to audiences across platforms.
Brady’s first personal project in the deal will feel familiar to fans: a docuseries on the University of Michigan football program, his alma mater. He’ll serve as executive producer alongside former Michigan coach Jim Harbaugh, now head coach of the Los Angeles Chargers. Brady is expected to appear on-screen in what he calls a very personal story. “It was a huge moment in my life,” Brady said. “What coach Harbaugh built felt like the perfect way to start the collaboration.”
It’s a solid start: a nostalgic return to the formative years of one of football’s biggest stars, produced with the cinematic flair that Shadow Lion has started to carve out for itself.
Larger plans, broader horizons
The Michigan series is just the beginning. Fox and Shadow Lion already have their eyes on a major international event: the 2026 Fanatics Flag Football Classic in Saudi Arabia, where Brady plans to participate alongside other NFL players and celebrity names. The event will air on Fox, blending sport, spectacle, and crossover appeal.
Fox isn’t stopping with Brady. In recent months, the company has expanded its content footprint by acquiring stakes in: To read Toho expands into Europe with bold anime distribution moves
- Penske Entertainment, owner of Indycar
- Holywater, a video production company
- Chain, a brand in the food space
It has also partnered with high-profile personalities such as chef Gordon Ramsay through Studio Ramsay Global. Clearly, the trend is toward building entertainment brands around big names and proven audiences—and Tom Brady fits that mold perfectly.
But what matters here is the creative potential. As Shanks pointed out, Shadow Lion is valued not simply for Brady’s star power but for its storytelling instincts and branding capabilities. The studio knows how to shape narratives, activate digitally, and manage both long-form and short-form formats, from streaming series to campaigns for global brands. That multi-level synergy is what Fox is banking on.
A natural next step
For Brady, whose post-playing career has taken a thoughtful, image-driven path, this feels like a natural evolution. He isn’t just lending his face; he’s shaping the stories. And as a viewer, it’s exciting to imagine what kind of access and authenticity he might bring to sports storytelling, especially with Fox’s muscle behind him.
“There’s such a world of entertainment now,” Brady said. “And Shadow Lion continues to capture that.” As someone who grew up watching sports and movies with equal fascination, I can’t help but be curious about what this collaboration will bring. If they get the tone right—between heart, drama, and the raw intensity of sport—it could really resonate.
