- Sports betting platform Fanatics Sportsbook will make its Super Bowl debut with a 30-second spot, titled “Bet on Kendall,” starring Kendall Jenner, per details shared with Marketing Dive.
- The spot leans into the so-called “Kardashian Kurse,” an online meme that asserts that athletes who get entangled with Jenner romantically will begin to play poorly.
- Consumers can bet with or against Jenner through the Fanatics Sportsbook app starting Jan. 29 following the reveal that she is betting on the New England Patriots to win the Super Bowl on Feb. 8.
There was a time not too way back when the concept of promoting about sports betting was unthinkable, but in 2026, it has turn into a part of the sport as consumer interest within the activity grows. Wagering has also expanded into on a regular basis life and popular culture with the rise of prediction market apps, like Kalshi and Polymarket, that allow for betting on real-world events like political races and movie box office reports. Accordingly, Fanatics Sportsbook is mixing sports betting with ongoing pop-culture hype across the Kardashians for its Super Bowl debut.
Fanatics Sportsbook’s campaign relies on the presumed general knowledge that Jenner is a member of the Kardashian clan and that she has been romantically linked to various skilled basketball players. Beyond the 30-second Super Bowl ad, the campaign also features a 90-second prolonged digital spot, short-form social cutdowns and out-of-home activations that bring the “Kursed” meme into real-world settings.
In the spot, Jenner addresses the coincidence of her romantic interests suddenly flaming out as part of a bigger plan to accommodate her lavish lifestyle. The ad sees Jenner in an opulent mansion, relaxing in a pool, driving a classic automobile and flying in a non-public jet — all luxuries she attributes to past partners — before sharing that she’s able to bet on something latest: football players. The ad was created by Fanatics Studios, an in-house three way partnership between Fanatics and OBB Media.
Fanatics Sportsbook can also be inviting consumers to bet with or against Jenner around which team, the New England Patriots or the Seattle Seahawks, will win the Super Bowl. Jenner revealed that she is backing New England during a Jan. 28 appearance on “The Tonight Show.”
Fanatics Sportsbook is the primary of the foremost betting platforms to disclose its Super Bowl marketing plans. In previous years, DraftKings, BetMGM and FanDuel have all had celebrity– and stunt-filled spots in the course of the game. Beyond, DraftKings in September announced a multiyear take care of NBCUniversal granting the sports betting platform exclusive integrations and digital sponsorships across NBCU’s top-tier sports properties.
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