On Thursday, the media brand Complex announced a partnership with the sports merchandise company Fanatics to launch a content offering called Complex Bets, according to the two companies. The tie-in will involve Fanatics Sportsbook and Fanatics Markets, the company’s sports-betting and prediction market offerings, respectively.
The new vertical will include a dedicated home on the Complex website as well as social channels and a slate of original franchises, according to Complex president Moksha Fitzgibbons.
According to Fanatics Betting and Gaming chief marketing officer Selena Kalvaria, the content produced across these touchpoints will center sports-betting and prediction market data provided by Fanatics, which aims to distinguish itself from competitors like Kalshi and Polymarket, in its focus on integrating that data into cultural conversations.