Celebrity brand-building has become a big business – and the United Entertainment Group (UEG) is doubling down. The entertainment and sports marketing agency has launched UEG Ventures , a new division that combines star wattage, investment, and strategic advice to move the needle for consumer brands and businesses.
The division comes after company founder Jarrod Moses had success connecting Queen Latifah and CoverGirl for their brand partnership. Now the agency is looking to pair more starry clients with capital investment for additional Madison Avenue success stories, whether with start-ups or as the face of established brands.
What Is UEG Ventures?
UEG is an entertainment and sports marketing agency, part of DJE Holdings (Daniel J. Edelman Holdings). Jarrod Moses launched UEG in 2007 and in 2024 became global chair of DJE’s entertainment, sports and culture business.
The New Division’s Focus
| Aspect | Description |
|---|---|
| Purpose | Pair celebrities with capital investment |
| Timing | Enter business ventures at earliest stages or during expansion |
| Sectors | Health/wellness, food/beverage, fashion, beauty, financial services, sports, retail, technology |
“UEG Ventures was built to bring the power of culture into the foundation of business. By aligning investment with creative strategy and our unmatched access to talent, we help visionary brands move faster, connect deeper, and scale smarter.” – Jarrod Moses
Recent Dealmaking – Three Case Studies
UEG has already executed several high-profile celebrity-brand partnerships.
Paris Hilton + McCormick
| Detail | Information |
|---|---|
| Talent | Paris Hilton (via 11:11 Media banner) |
| Brand | McCormick spice brand |
| Deal | Two-year tie-up for campaign and product partnerships |
Whitney Leavitt + Cool Sips
| Detail | Information |
|---|---|
| Talent | Actress Whitney Leavitt |
| Brand | Cool Sips (soda retail chain) |
| Deal | Partnership (details not specified) |
Wilmer Valderrama + Edens
| Detail | Information |
|---|---|
| Talent | Actor and producer Wilmer Valderrama |
| Partner | Real estate developer Edens |
| Project | Elegacia – Latin American-inspired cocktail bar in Washington D.C.’s Union Market development |
“UEG Ventures has a clear understanding of the intersection of business and talent in a way few others do — and they bring a level of authenticity that was essential as I built the Elegancia brand, a Latin food and drink concept inspired by the dishes that are most authentic to me.” – Wilmer Valderrama
The Queen Latifah Precedent
The launch of UEG Ventures was partly inspired by Moses’s earlier success connecting Queen Latifah and CoverGirl. That partnership demonstrated how authentic celebrity-brand alignment could create value for both parties.
| Element | Detail |
|---|---|
| Talent | Queen Latifah |
| Brand | CoverGirl |
| Outcome | Successful long-term partnership |
| Lesson | Celebrity + brand + strategy = results |
That deal proved that UEG could do more than just traditional talent booking or PR – it could architect enduring brand partnerships.
Beyond Traditional Talent Representation
UEG Ventures moves the agency beyond just offering expertise in:
| Traditional Service | New Venture Offering |
|---|---|
| Marketing strategy | Investment capital |
| PR and communications | Strategic business advice |
| Talent booking | Early-stage business development |
| Campaign execution | Long-term brand building |
The new division is designed to be a one-stop shop for celebrities who want to build businesses – not just endorse products.
Target Sectors for UEG Ventures
The division is looking to strike celebrity and brand partnerships across a wide range of industries:
| Sector | Examples |
|---|---|
| Health & wellness | Supplements, fitness, mental health |
| Food & beverage | Restaurants, CPG, alcohol |
| Fashion & apparel | Clothing lines, accessories |
| Beauty & personal care | Cosmetics, skincare, hair |
| Financial services | Banking, investing, insurance |
| Sports | Athlete-led brands |
| Retail | Direct-to-consumer, brick-and-mortar |
| Technology | Apps, hardware, software |
This broad sector focus reflects the reality that modern celebrity entrepreneurs are active across every consumer category.
The Celebrity Brand-Building Boom
UEG Ventures is launching into a rapidly growing market. Celebrity-branded businesses have become increasingly sophisticated:
| Celebrity | Brand/Business | Valuation |
|---|---|---|
| Rihanna | Fenty Beauty, Savage X Fenty | Billion-dollar+ |
| Selena Gomez | Rare Beauty | Hundreds of millions |
| Ryan Reynolds | Aviation Gin, Mint Mobile | Sold for billions |
| Dr. Dre | Beats | $3 billion (Apple) |
| The Rock | Teremana Tequila, Project Rock | Hundreds of millions |
These examples show that celebrities can be serious entrepreneurs – not just faces on a billboard. UEG Ventures aims to help stars replicate that success.
The UEG Global Footprint
UEG is headquartered in New York , with offices in:
| Region | Cities |
|---|---|
| North America | Los Angeles, Chicago, Miami, Dallas |
| Europe | London, Hamburg |
| Asia-Pacific | Sydney, Tokyo |
This global presence allows the agency to execute cross-border brand partnerships and scale celebrity businesses internationally.
The DJE Holdings Connection
UEG is part of DJE Holdings (Daniel J. Edelman Holdings), the parent company of the global PR giant Edelman. This connection gives UEG access to:
- Deep corporate relationships
- Global brand clients
- Strategic communications expertise
- Financial resources
Moses’s elevation to global chair of DJE’s entertainment, sports and culture business in 2024 signaled that celebrity partnerships were becoming a strategic priority for the entire holding company.
What This Means for Brands and Celebrities
For Brands
| Benefit | Explanation |
|---|---|
| Authentic alignment | UEG finds genuine celebrity fits |
| Capital partnership | Not just a paid endorsement |
| Long-term commitment | Multi-year deals, not one-off posts |
| Strategic advice | UEG helps shape brand direction |
For Celebrities
| Benefit | Explanation |
|---|---|
| Equity opportunities | Ownership in brands, not just fees |
| Business expertise | UEG provides strategic guidance |
| Capital access | Investment funding for ventures |
| Global reach | Offices worldwide to scale |
The Future of Celebrity Brand Building
UEG Ventures represents the next evolution of celebrity brand building. It is no longer enough for a star to simply post about a product on Instagram. Today’s most successful celebrity entrepreneurs are equity partners , product developers , and business builders.
By combining talent access, creative strategy, and capital investment , UEG Ventures is positioning itself at the intersection of culture and commerce. As Jarrod Moses said: “We help visionary brands move faster, connect deeper, and scale smarter.”
With early deals involving Paris Hilton, Whitney Leavitt, and Wilmer Valderrama – and the Queen Latifah-CoverGirl partnership as a proof of concept – UEG Ventures has a running start.
The question now is: which celebrity and which brand will be the next big success story?
