What United Entertainment Group does

United Entertainment Group (UEG) is a New York–based, full-service sports and entertainment marketing agency operating as a wholly owned subsidiary of DJE Holdings. Founded in 2007 and employing 51–100 people, UEG delivers integrated marketing solutions across six capability areas: UEG Sports, Entertainment Partnerships, Celebrity/Athletes/Influencers, Communications, Creative & Content, and Experiential. Its core proposition is passion-driven, culturally fluent audience targeting rather than demographic segmentation, executed through celebrity and athlete partnerships, league and event sponsorships, and tentpole-event activations (Super Bowl, Oscars, US Open, FIFA World Cup, Fashion Week).

UEG generates revenue through professional-services fees on project-based and retainer engagements with Fortune 500 enterprise clients. The customer base spans Samsung, Capital One, Popeyes, Dove/Unilever, TRESemmé, Nexxus, SheaMoisture, Pure Leaf, Liquid I.V., Kellogg's, and John Deere, alongside a growing roster of sports properties including the Big 12 Conference and the John Deere Classic. Go-to-market is sales-led and event-driven, leveraging industry reputation (AdAge Sports and Entertainment Agency of the Year, 2025) and case-study visibility to win enterprise CMO engagements.

The operating structure includes three wholly owned subsidiaries: UEG Ventures (longer-durational business ventures and partnership development, including the Big 12/Designs for Sport deal), UEG Music (live music experiences), and The First Darrin (a celebrity-founded micro-agency with comedian JB Smoove). Geographic footprint claims cover North America, EMEA (with a formal 2025 regional buildout), Asia Pacific, the Middle East, and Latin America, though primary delivery remains anchored in New York. Pricing and financial terms are not publicly disclosed, and UEG operates without disclosed external funding rounds.

Name

United Entertainment Group

Legal name

United Entertainment Group, LLC

Website

https://uegworldwide.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Marketing & Advertising Services

NAICS

Advertising Agencies (541810), Public Relations Agencies (541820), Other Services Related to Advertising (54189)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Activation/Experiential Creative Agencies (MPAAAAAO), Sports Media Relations & Rights Support Services (Press Ops, Rights Packaging Support) (MPAKAKAN), Festival & Live Entertainment Brand Partnerships (MPAAAGAF), UGC (User-Generated Content) Production & Creator Networks (MPAAAHAF)

Keywords

• Sports marketing agency
• Entertainment partnerships
• Celebrity endorsement services
• Experiential marketing services
• Brand experience marketing

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Agency Services: United Entertainment Group operates as a full-service sports and entertainment marketing agency, generating revenue through professional service fees including strategic consulting, creative development, campaign execution, talent partnerships, and experiential activations for brand clients.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

United Entertainment Group (UEG) is a full-service marketing agency that specializes in connecting brands with entertainment, sports, celebrity, and athlete talent. The firm delivers strategic marketing services including sports marketing, entertainment partnerships, communications, creative and content development, and experiential marketing programs for brand clients.

Product overview

United Entertainment Group is a sports and entertainment agency offering six core service capabilities: UEG Sports, Entertainment Partnerships, Celebrity/Athletes/Influencers, Communications, Creative & Content, and Experiential. Rather than a unified software platform, UEG operates as a full-service agency providing integrated marketing solutions that connect brands with audiences through sports, entertainment, and cultural moments.

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Marketing
• Entertainment Partnerships
• Celebrity and Athlete Partnerships
• Communications
• Creative & Content
• Experiential Marketing

Named customers12 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and flagship.

• Designs for Sport / Designs for HealthcoreGTM or Marketing Partner · 3 December 2025UEG Ventures team concepted and is leading the partnership naming Designs for Sport as the Official Sports Supplement Partner of the Big 12 Conference. The partnership debuted at the 2025 Edward Jones Big 12 Football Championship, providing Big 12 ecosystem access to premium NSF-certified sports nutrition supplements for competition and recovery.
• JB SmooveflagshipStrategic or Co-development PartnerUEG and JB Smoove launched a micro-ad agency called 'The First Darrin' designed to bring bold, comedic storytelling to brands. This represents a strategic venture into celebrity-founded agency models.
• TRESemmécoreStrategic or Co-development PartnerMulti-year partnership for TRESemmé's presence at New York Fashion Week (19 years running) and global campaigns including Devil Wears Prada 2 film partnership with Disney.
• Dove (Unilever)coreStrategic or Co-development PartnerOngoing Body Confident Sport program partnership including Super Bowl advertising, US Open Tennis sponsorship, and athlete partnerships with Kylie Kelce and Venus Williams.
• SamsungcoreStrategic or Co-development PartnerGalaxy brand campaigns including Galaxy AI Atelier at fashion events, 'Swamp in the Sky' Samsung Galaxy S25 Edge launch event with Doechii, Brooks Nader Watch Party for Galaxy Watch8 and Z Fold7 launch.
• PopeyescoreStrategic or Co-development PartnerMultiple cultural collaborations including ONE PIECE anime partnership, Hot Ones first-of-its-kind QSR platform partnership, and Five Nights at Freddy's 2 menu launch.
• DisneycoreStrategic or Co-development PartnerFilm and entertainment partnerships including Devil Wears Prada 2 with TRESemmé, licensing and promotional integration across Disney properties.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• 160over90: 160over90 is a creative agency specializing in cultural brand storytelling, sports partnerships, and experiential activations for premium brands - a near-direct peer given UEG's positioning around cultural relevance and tentpole-event activations.
• GMR Marketing: GMR Marketing is a sports and experiential marketing agency serving global brands with sponsorship consulting, athlete partnerships, and event activations - directly comparable to UEG's UEG Sports and Experiential capabilities.
• Lever Entertainment: Lever Entertainment is a celebrity and talent-driven brand partnership agency connecting brands with athletes, musicians, and entertainers - directly comparable to UEG's celebrity/athlete/influencer service line.
• MISSION Group: MISSION is a sports and entertainment consultancy and activation agency working with brands, leagues, and athletes on partnership strategy and cultural storytelling - directly comparable to UEG's UEG Sports offering.
• MKG: MKG is a full-service experiential marketing and creative agency with similar headcount to UEG, focusing on brand experiences, talent partnerships, and culture-driven campaigns for consumer brands.
• Engine Shop: Engine Shop is a sports and entertainment marketing agency that builds brand partnerships around major sports properties, leagues, and cultural moments - overlapping UEG's sports, talent, and experiential service lines.
• Allied Global Marketing: Allied Global Marketing provides entertainment marketing, influencer campaigns, and experiential services to entertainment and consumer brands - a direct competitor to UEG's entertainment partnerships and influencer capabilities.
• Octagon: Octagon is one of the largest global sports and entertainment marketing agencies, with overlapping services in athlete representation, sponsorship activation, and brand consulting - directly competing with UEG Sports for the same Fortune 500 brand budgets.

Broad incumbents

• Endeavor (WME): Endeavor owns WME, 160over90, and a portfolio of sports and entertainment assets, operating at much larger scale than UEG across talent representation, brand partnerships, and sports marketing.
• R&CPMK / Rogers & Cowan: R&CPMK is a larger entertainment, sports, and lifestyle PR and partnership agency that competes with UEG's Communications and Entertainment Partnerships capabilities, with broader scale and Hollywood relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/524933
• Instagraminstagram.com/uegworldwide
• Xx.com/UnitedEntGroup
• Facebookfacebook.com/unitedentgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about United Entertainment Group