Complex Bets will create a range of sports storytelling formats powered by Fanatics Sportsbook and Fanatics Markets data and insights
American media and entertainment company Complex has partnered Fanatics to launch Complex Bets, a new culture-driven sports betting and prediction markets trading platform.
The strategic partnership will combine Complex’s cultural storytelling with Fanatics Sportsbook and Fanatics Markets data and insights to deliver original shows, interactive fan participation formats and a dedicated sports betting and trading content vertical.
“Complex has always focused on the cultural energy that surrounds sports,” said Complex CEO Aaron Levant. “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.”
Fanatics Betting and Gaming chief marketing officer Selena Kalvaria commented: “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.
“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 partnership will kick off with the launch of a weekly long-form YouTube show hosted by West Wilson, and Complex on the Scene, hosted by Emmy winning sports journalist Julia “Juju” Adams.
Programming will include player and team performance storytelling, matchup-driven analysis, milestone highlights, and contextual narratives, with shareable participation formats including trivia, prediction challenges, and interactive matchup experiences designed to deepen fan engagement.
Headquartered in New York, Complex was founded in 2002 as a bi-monthly magazine by fashion designer Marc Eckō, reporting on popular and emerging trends in style, sneakers, food, music, sports and pop culture.