United Entertainment Group Launches UEG Ventures to Align Investments with Creative Strategy

New York-based United Entertainment Group launched UEG Ventures, an initiative designed to forge celebrity and brand partnerships in sectors including health and wellness, food and beverage, fashion and apparel, beauty and personal care, financial services, sports, retail, and technology.

The Hollywood Reporter reported that the venture seeks to align investments with creative strategy and access to talent. Jarrod Moses, who founded United Entertainment Group in 2007, described the new arm as a way to help brands move faster, connect deeper, and scale smarter.

Moses stated, 'UEG Ventures was built to bring the power of culture into the foundation of business. ' The agency, part of DEJ Holdings—also known as Daniel J. Edelman Holdings—operates as an entertainment and sports marketing firm.

In 2024, Moses took on the role of global chair of DJE’s entertainment, sports and culture business.

Paris Hilton and her 11:11 Media banner partnered with the McCormick spice brand for campaign and product collaborations under a two-year agreement. Cool Sips teamed up with actress Whitney Leavitt.

's Union Market development. ' Earlier, Moses connected Queen Latifah with CoverGirl for a brand partnership. These deals underscore UEG Ventures' emphasis on authentic collaborations between celebrities and brands.

Agency's Global Footprint and Sector Ambitions

United Entertainment Group maintains headquarters in New York and offices in Los Angeles, Chicago, Miami, Dallas, London, Hamburg, Sydney, and Tokyo. The Hollywood Reporter reported that UEG Ventures targets partnerships in health and wellness. The initiative also pursues opportunities in food and beverage, aligning with deals like the Elegacia bar project.

Fashion and apparel represent another key area for UEG Ventures' celebrity-brand tie-ups. The venture extends into beauty and personal care, building on past successes such as the Queen Latifah-CoverGirl connection. Financial services form part of the targeted sectors, with plans to integrate cultural elements into business strategies.

Broader Context in Sports, Retail, and Technology

UEG Ventures looks to strike partnerships in sports, leveraging the agency's core expertise in sports marketing. Retail sector collaborations are also on the agenda, aiming to connect brands with talent for scalable growth. In technology, the initiative seeks to align investments with innovative creative approaches.

The launch of UEG Ventures comes amid United Entertainment Group's expansion under DEJ Holdings. Moses' 2007 founding of the agency set the stage for its growth into a global operation with diverse office locations. The new venture positions the firm to capitalize on intersections between entertainment, culture, and business across multiple industries.