Building celebrity brands has become big business.
So United Entertainment Group launched UEG Ventures after company founder Jarrod Moses successfully linked Queen Latifah and CoverGirl to their brand partnership.
UEG is an entertainment and sports marketing agency, part of DEJ Holdings (Daniel J. Edelman Holdings). Jarrod Moses launched UEG in 2007 and in 2024 became global head of DJE’s entertainment, sports and culture business.
The agency is now looking to connect more blue-chip clients with capital investments to bring additional success stories to Madison Avenue, whether with startups or as the face of brands.
Celebrity entrepreneurs will enter into business ventures in the early stages of development or as they expand. “UEG Ventures was created to bring the power of culture to the foundation of business. By aligning investment with creative strategy and our unparalleled access to talent, we help visionary brands move faster, connect deeper, and scale smarter,” Moses said in a statement.
Recent deals at UEG to bring star power to new products include Paris Hilton and her 11:11 media logo teaming with brand McCormick Spice for campaign and product partnerships as part of a two-year partnership, a partnership between soft drink retail chain Cool Sips, actress Whitney Levitt and actor and producer Wilmer Valderrama with real estate developer Edens to create the Latin American-inspired cocktail bar Elegcia in Washington, D.C. as part of the Union Market development.
“UEG Ventures has a clear understanding of the intersection between business and talent in a way that few others do – and they bring a level of authenticity that was essential as I built the Elegancia brand, a Latin food and beverage concept inspired by the dishes that were most authentic to me,” Valderrama said.
As UEG moves beyond simply providing expertise in marketing strategy, PR and other talent support, the new ventures division is looking to forge partnerships with celebrities and brands in the health and wellness, food and beverage, fashion and apparel, beauty and personal care, financial services, sports, retail and technology sectors.
UEG is headquartered in New York, with offices in Los Angeles, Chicago, Miami, Dallas, London, Hamburg, Sydney and Tokyo.
