Fanatics Betting and Gaming has entered into a partnership with media and entertainment company Complex to develop a new content platform tied to its online sports betting and prediction market operations.

The agreement includes the creation of Complex Bets, a standalone vertical that will operate separately from Complex’s existing role as a pop culture news provider. The platform will focus on original content across sports, entertainment, and culture, supported by data and odds from Fanatics Sportsbook and Fanatics Markets.

The collaboration also comes as Fanatics Markets recently secured approval from the National Futures Association to operate as a futures commission merchant and a swap firm. The authorization enables the platform to provide event contract trading and directly handle customer funds, a function that had previously been managed by a third-party entity.

Fanatics entered the prediction market segment in December 2025 following its acquisition of Paragon Global Markets, becoming the first sports betting operator to launch a standalone prediction market product. Fanatics Sportsbook and Fanatics Markets are each currently available in more than 25 U.S. jurisdictions.

Under the new content initiative, Complex Bets will produce a weekly long-form YouTube program centered on current topics in sports and gaming, with each episode featuring a guest. The companies are also introducing a social media series, Complex On The Scene, which will cover major sporting events, including the NBA Playoffs and the FIFA World Cup.

“Complex is one of the most culturally fluent brands in the world, and this partnership reflects where sports betting and trading are headed: beyond odds and into the conversations fans are already having,” said Fanatics Betting and Gaming Chief Marketing Officer Selena Kalvaria.

“The current category is built around statistics and strategy, but fans experience sports through culture, community, and the moments that transcend the scoreboard”.

The partnership builds on earlier collaborations between the two companies involving exclusive merchandise collections, including apparel linked to Major League Baseball and the National Basketball Association.

“Complex has always focused on the cultural energy that surrounds sports,” said Complex Chief Executive Officer 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”.

The agreement does not extend to Fanatics’ online casino operations. While its sportsbook and prediction market products are widely available across the United States, Fanatics Casino operates only in Michigan, New Jersey, Pennsylvania, and West Virginia. The U.S. currently has seven regulated iGaming markets, with Maine expected to become the eighth.

The launch of Complex Bets provides Complex, which is owned by NTWRK, with entry into the U.S. sports betting and trading sector, while offering Fanatics additional channels to reach audiences as it scales its digital betting and prediction services.