Authentic Brands Group has announced the formation of Authentic Studios, which has been set up to develop and produce film, TV and commercial content from the company’s portfolio and continues the recent expansion of the company’s entertainment division. Authentic Studios will allow the company to leverage its portfolio of IP through content, merchandise and experiences.

Authentic Studios currently comprises four labels: Shaquille O’Neal’s Jersey Legends, David Beckham’s Studio 99, Sports Illustrated Studios and Authentic Productions. Authentic Studios will look for new material to develop and produce, as well as participate in co-production and financing opportunities with third parties around their original content.

“Authentic Studios is unique in its ability to leverage Authentic’s in-house roster of brands and a deep catalog of IP to develop and produce content in all forms with 360-rights control,” says Colin Smeeton, president, Authentic Studios. “Each of our four labels features a style of storytelling resulting in compelling content for all traditional and streaming mediums.”