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Complex has teamed up with Fanatics Sportsbook and Fanatics Markets to introduce Complex Bets, a new platform that merges sports, pop culture, and real-time wagering. The collaboration aims to create a dynamic space where betting meets cultural storytelling, appealing to younger and more engaged audiences.
The platform combines Fanatics‘s betting expertise—including odds, data, and market insights—with Complex‘s cultural storytelling to deliver original content. Originally launched as a streetwear and hip-hop magazine in 2002, Complex has grown into a digital hub covering sports, pop culture, and youth-focused content. This partnership marks a strategic shift toward integrating betting into cultural conversations.
Complex Bets will feature a weekly YouTube series hosted by West Wilson, diving into the biggest sports betting topics. Additionally, Complex on the Scene with Julia ‘Juju’ Adams will provide exclusive access to stadiums, draft events, and fan zones, highlighting the cultural moments influencing betting trends. Interactive elements like prediction challenges and trivia will further enhance fan engagement.
The platform will cover major sports events, including the NFL, NBA, UFC, college football, basketball, and the World Cup, with a focus on pop culture crossovers. This approach moves beyond traditional betting narratives, positioning Complex Bets as a cultural hub for sports fans.
‘Complex has always focused on the cultural energy that surrounds sports,’ said Aaron Levant, CEO of Complex. “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.”
Selena Kalvaria, CMO of Fanatics Betting and Gaming, stated, “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 launch of Complex Bets is already underway across Complex‘s digital platforms, signaling a new era for sports betting that blends entertainment, culture, and real-time engagement.
