Fanatics joins forces with Complex to form new entity
Complex has partnered with Fanatics Sportsbook and Fanatics Markets to launch Complex Bets, a new content platform blending sports betting, culture and interactive fan engagement.
The standalone vertical will deliver original programming, social content and participation-driven formats, reflecting what Complex described as a shift in how younger audiences engage with sport through wagering and prediction markets.
Complex CEO Aaron Levant said the culture and energy of sports betting, prediction markets and gambling had always been an attractive proposition.
“Complex has always focused on the cultural energy that surrounds sports,” he said.
“Through our partnership with Fanatics, we’re building a platform that brings fans into the moments that matter, combining storytelling, participation, and community in a way that reflects how sports actually live within culture.
“With a successful track record of collaborating on some of the biggest merchandise drops with Fanatics, we look forward to bringing Complex’s extensive reach and audience into prediction markets and the culture that surrounds it.”
Initial programming includes a weekly YouTube show hosted by West Wilson and “Complex On The Scene”, fronted by Emmy-winning journalist Julia “Juju” Adams. Content will span major sports including the NFL, NBA, global football and UFC, alongside pop culture-driven betting narratives.
Complex Bets will be powered by data and insights from Fanatics’ betting and trading platforms, incorporating features such as prediction challenges and interactive matchups.
“Complex is one of the most culturally fluent brands in the world, and this partnership reflects where sports betting and trading is headed: beyond odds and into the conversations fans are already having,” CMO of Fanatics Betting and Gaming Selena Kalvaria said.
“The current category is built around statistics and strategy, but fans experience sports through culture, community, and the moments that transcend the scoreboard.
“Complex Bets gives us a platform to show up in that space in a way that’s authentic to both brands. Together, we’re building something that meets fans where they actually live and expands what a sportsbook can be.”
The platform begins rolling out across Complex’s digital channels immediately, with further shows, talent and experiences set to be announced in the coming months.
