Complex UK has announced details of a new partnership with sports marketing agency B-Engaged.
B-Engaged comes on board with a remit to lead the platform's editorial growth, audience strategy and partnerships development in the UK.
A new dedicated regional editorial team will be led by Jacob Davey (above, right) with the support of longtime Complex journalist Joseph ‘JP’ Patterson (left), who now steps into the role of executive editor.
A new specialist media partnerships division is also being introduced, aiming to create new opportunities for brands to work with Complex UK and its audience.
This Q4 will see the launch of a Complex UK YouTube channel and the first episode of GOAT Talk UK, with further announcements to come.
Complex UK 2.0 will set the tone for popular culture in this country through ambitious storytelling and editorial, while spotlighting the people, scenes and ideas shaping what’s next
Jacob Davey, Complex UK
“Coming back to Complex UK as editorial director is a real full-circle moment,” said Jacob Davey. “I walked in as an intern 10 years ago, and to return leading the UK team with B-Engaged and Joseph ‘JP’ Patterson means a huge amount. British culture continues to drive conversations and content around the world, and it’s a privilege to now play a part in that. Going forward, Complex UK 2.0 will set the tone for popular culture in this country through ambitious storytelling and editorial, while spotlighting the people, scenes and ideas shaping what’s next.”
Joseph ‘JP’ Patterson said: “Having been part of Complex UK since we launched back in 2014, it’s great to see the brand getting the love and backing it deserves. I’ve put a lot of time and energy into helping build Complex UK over the years under w00t! Media – shout-out Austen Kay – particularly through music, so I’m excited to help the new team take things forward. Still heavily focused on supporting UK music talent, but this time with more of an emphasis on sport and style. There’s still so much to do when it comes to championing UK culture, and I’m looking forward to playing my part in helping Complex UK reach even greater heights. The brand deserves it, and so does the culture. Let’s go!”
There’s still so much to do when it comes to championing UK culture, and I’m looking forward to playing my part in helping Complex UK reach even greater heights
Joseph ‘JP’ Patterson, Complex UK
B-Engaged was founded 10 years ago by CEO Ehsen Shah and footballer Héctor Bellerín, and works with a range of global brands and manages commercial strategy and marketing for athletes.
Ehsen Shah, CEO of B-Engaged, said: "Complex has spent more than two decades setting the standard for youth culture media. It has built an incredible legacy by telling authentic stories across sport, fashion, music and entertainment, so to become the operating partner for Complex UK is a hugely exciting moment for everyone at B-Engaged.”
He added: "Over the past decade we've built our reputation by understanding audiences and creating culturally relevant campaigns for athletes and brands. This partnership allows us to take that expertise into media, creating a platform that delivers world-class editorial, celebrates the communities shaping modern culture and opens up new opportunities for brands to connect with audiences in meaningful ways.”
Shah described the move as a significant step in the evolution of B-Engaged.
“We're excited to build something that feels authentic to Complex’s legacy while creating a platform that reflects the energy and creativity of youth culture in the UK,” he said.
Tom Constabile, head of international business development at Complex, said: “The UK has always been a driving force in the music, style and sport that shape global youth culture. B-Engaged brings deep relationships and a strong understanding of how those worlds connect, making them an exciting partner for Complex’s next chapter in the market. Together, we’ll build on Complex UK’s foundation with distinctive local storytelling, champion emerging voices and create new ways for audiences and brands to participate in the culture.”
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