B-Engaged, the sports marketing agency co-founded by Héctor Bellerín and Ehsen Shah, has been appointed operating partner for Complex UK, driving editorial growth, original programming and brand partnerships.

B-Engaged has spent the past decade working at the intersection of sport, brands and youth culture, delivering culturally relevant storytelling for global brands and overseeing commercial strategy for elite athletes.

Under the partnership, B-Engaged will lead Complex UK's editorial growth, audience strategy and partnerships development, with a dedicated regional team focused on original content and social presence. The agency will also establish a specialist media partnerships division, creating opportunities for brands to connect with Complex UK audiences through integrated campaigns across sport, music, fashion, gaming and entertainment.

Newly appointed Editorial Director Jacob Davey will be leading editorial, assisted by Executive Editor Joseph Patterson.

Jacob Davey commented, “Coming back to Complex UK as Editorial Director is a real full-circle moment. I walked in as an intern ten years ago, and to return leading the UK team with B-Engaged and Executive Editor 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 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."

Ehsen said: "Complex UK 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. 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. This is 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."