The strategic partnership will combine Complex’s cultural storytelling with Fanatics Sportsbook & Fanatics Markets data and insights to deliver original shows, interactive fan participation formats and a dedicated sports betting and trading content vertical
LOS ANGELES, April 2, 2026 /PRNewswire/ — Complex today announced a new strategic partnership with Fanatics Sportsbook and Fanatics Markets to launch Complex Bets, a new sports betting and trading content platform designed to connect sports, culture, and fandom through interactive storytelling and original programming. The partnership will introduce a dedicated content vertical and social handles, original shows and participation-driven formats that bring fans deeper into the moments that define sports.
Built as a standalone Complex platform, Complex Bets arrives at a moment when fan engagement is fundamentally shifting. Prediction markets, pop culture, and real-time wagering have moved from the periphery to the center of how a new generation of fans experiences sports. Complex Bets is designed to meet that community where it already lives, delivering original programming and interactive formats built around the energy of sports betting and trading. For Fanatics, it represents the latest expression of its commitment to building surround-sound partnerships that deepen the fan experience at every touchpoint, from the bet slip or trading contract to the culture conversation happening around it.
Through the partnership, Complex will create a range of sports storytelling formats powered by Fanatics Sportsbook and Fanatics Markets data and insights, kicking off with the premieres 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 that bring sports moments to life with shareable participation formats including trivia, prediction challenges, and interactive matchup experiences designed to deepen fan engagement.
- Weekly long-form YouTube show Hosted by West Wilson – Hosted by West Wilson, this weekly long-form YouTube show breaks down the biggest conversations in sports betting and gaming. Each episode features a special guest and dives into the headlines shaping the week, from the matchups everyone is wagering on to the cultural moments driving the markets. With sharp analysis and a fan-first perspective, Wilson connects the dots between the lines, the culture, and the communities that drive both.
- Complex On The Scene – Complex On The Scene is an energy-filled vertical social series, hosted by Juju Adams that puts Complex Bets at the center of all the biggest moments in sports betting. From stadium tunnels to draft floors and fan zones to celebrity suites, Complex On The Scene captures the pulse of tentpole sports events through the lens of what fans are wagering on, who’s moving the lines, and the cultural moments shaping how people bet. If it’s happening, Juju is there.
Content will remain centered on sports, culture, and fandom, with coverage spanning major leagues, championship moments, and culturally relevant competitions across the NFL and college football landscape, basketball including the NBA and college basketball, global football competitions including the World Cup and major international tournaments, mixed martial arts and UFC, celebrity and crossover fights, and emerging predictive markets tied to pop culture.
“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. 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.”
“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,” said Selena Kalvaria, CMO of Fanatics Betting and Gaming
The Complex Bets platform and original programming begins to roll out across Complex’s digital ecosystem today, with additional announcements around shows, talent, and experiences expected in the coming months.
For more information, visit Complex.com and follow @Complexbets on social media.
ABOUT COMPLEX
Complex is the definitive platform for global youth culture and music lifestyle, seamlessly integrating cutting-edge content, commerce and live experiences with unparalleled scale. Whether through video, long-form text, or social media, Complex tells stories of streetwear and style, music, sports, art and beyond. Its content engages in a dynamic conversation with the audience, reflecting and shaping the zeitgeist of convergence culture. A powerful media juggernaut paired with a curated marketplace, Complex is redefining the way fans interact with their favorite brands and artists and reshaping the future of digital culture and commerce.
ABOUT FANATICS BETTING AND GAMING
Launched in 2021, Fanatics Betting and Gaming is the online and retail sports betting subsidiary of Fanatics, a global digital sports platform. Fanatics Sportsbook, now the fastest growing sportsbook in America, is available to 95% of the addressable online sports bettor market in the U.S. Fanatics Casino is currently available online in Michigan, New Jersey, Pennsylvania and West Virginia. Fanatics Betting and Gaming is headquartered in New York with offices in Denver, Leeds and Dublin.
ABOUT FANATICS MARKETS
Launched in 2025, Fanatics Markets is the prediction markets subsidiary of Fanatics, a global sports platform. Powered by Crypto.com | Derivatives North America (CDNA), a CFTC-registered exchange, Fanatics Markets gives fans a simple, rewarding way to trade on the moments shaping sports, from game winners to player milestones to tournament champions. Fanatics Markets is available on iOS, Android and web in 24 states including California, Texas and Florida and four (4) US territories.
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