Fanatics Betting and Gaming is teaming up with a major media and entertainment company to deliver content for its online sports betting and prediction market operations.
On Thursday, Fanatics announced a deal with Complex to launch a new sports betting and content platform. The platform, Complex Bets, will develop and deliver original content focused on sports, entertainment and culture. Complex Bets will operate as a standalone vertical separate from Complex’s existing operations as a pop culture news provider.
The launch of Complex Bets presents a new opportunity for NTWRK-owned Complex, providing the media and entertainment giant with access to America’s dynamic sports betting and trading industry. For Fanatics, the pact expands the operator’s reach as it continues to scale its online sports betting and prediction market operations.
“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,” 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 content delivered by Complex Bets will be powered by Fanatics Sportsbook and Fanatics Markets. Its original programming will include a weekly long-form YouTube show that will be centered around some of the hottest topics in sports and gaming.
Each episode of the weekly program will also include a special guest.
Complex and Fanatics are also bringing their programming to social media channels.
The two companies will launch Complex On The Scene, a social series that will cover some of the largest events in sports, including the NBA Playoffs and the FIFA World Cup.
“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”.
Fanatics and Complex have forged a content partnership after collaborating to create and release exclusive collections of merchandise, including MLB and NBA-branded fashion.
No online casino activations for Complex Bets
The deal forged between Complex and Fanatics will not include Fanatics’ online casino operations. Fanatics Sportsbook and Fanatics Markets are each currently available in more than 25 U.S. jurisdictions. By comparison, Fanatics Casino is only available in Michigan, New Jersey, Pennsylvania and West Virginia, with the U.S. home to seven regulated iGaming markets. That number will grow to eight with a looming launch in Maine this year.
Fanatics Markets receives NFA approval
Fanatics is expanding the reach of its prediction market platform after it received approval from the National Futures Association (NFA) to operate as a futures commission merchant and a swap firm. The approval allows Fanatics Markets to provide event contract trading, while also handling financial transactions for its customers. A third-party entity had previously handled customer funds for Fanatics Markets before the association’s approval.
Fanatics made history in December 2025 as the first sports betting operator to launch its own standalone prediction market product. The company entered the prediction market space through its acquisition of Paragon Global Markets.
