Fanatics Sportsbook has signed up Kendall Jenner for its new Super Bowl advertising campaign. The model stars in the US sportsbook’s first-ever TV commercial, to launch on the February 8 showdown. The development also comes after the launch of Fanatics Studios, a joint venture between Fanatics and OBB Media.
The campaign places Fanatics Sportsbook among US betting operators using the Super Bowl for national exposure. The commercial will air during halftime of the game between the New England Patriots and the Seattle Seahawks at Levi’s Stadium in Santa Clara, California.
The spot marks the sportsbook’s first Super Bowl advertisement. Fanatics entered the regulated US sportsbook market in 2023 through the acquisition of PointsBet’s American assets. The platform is now available in 23 states and Washington, D.C.
Campaign concept and distribution
The Super Bowl spot centers on a long-running internet joke known as the “Kardashian Kurse,” which suggests that men romantically linked to Kendall Jenner and her sisters experience a downturn in athletic performance. In the commercial, Jenner references her past relationships with basketball players and jokes that while the internet has speculated about the Kurse, she has been betting on it.
A 90-second version of the “Bet on Kendall” commercial debuted online Tuesday. The wider campaign includes a halftime television placement, an extended digital film, short-form social media cutdowns, and an out-of-home advertising push anchored by the “Bet on Kendall” slogan.
Bettor promotion tied to wager reveal
Jenner is scheduled to reveal her Super Bowl moneyline wager on either the New England Patriots or the Seattle Seahawks on Wednesday at 11:30 p.m. ET. Fanatics bettors will be eligible for a 100% profit boost if they wager on her pick or place a bet against it, with a maximum wager limit applying.
“The magic of this campaign is how Kendall Jenner transforms the lore of the Kardashian Kurse into something playful, participatory, and unmistakably of the moment,” said Selena Kalvaria, chief marketing officer of Fanatics Betting and Gaming. “With Fanatics’ unparalleled cultural influence in sports, ‘Bet on Kendall’ is the perfect way to bring Fanatics Sportsbook into the spotlight with Fanatics Studios and our incredible partners at OBB Media.”
Fanatics Studios’ debut
The Jenner commercial is the first production released by Fanatics Studios, a joint venture between Fanatics and OBB Media. OBB Media served as the creative agency for the campaign.
“As our first official Fanatics Studios project since launch, ‘Bet on Kendall’ is exactly the kind of storytelling we are excited to be creating at Fanatics and OBB: content at the intersection of sports and culture, fit for the biggest stage in sports entertainment,” said Michael D. Ratner, founder and CEO of OBB Media and CEO of Fanatics Studios.
Celebrity use across the sector
The Jenner campaign follows earlier Fanatics advertisements featuring former gymnast Livvy Dunne, rapper Megan Thee Stallion, actor Patrick Schwarzenegger, and former Heisman Trophy winner Johnny Manziel.
Other sportsbook operators have also used celebrities in national advertising. DraftKings has featured Kevin Hart and LeBron James, FanDuel has used Charles Barkley, and BetMGM has worked with Jon Hamm.
However, a recent YouGov survey found that most Americans said a celebrity’s appearance in a gambling advertisement does not influence their decision to place a bet.
Original article: https://www.yogonet.com/international/news/2026/01/29/117325-fanatics-sportsbook-brings-kendall-jenner-to-its-firstever-super-bowl-advertising
