Dive Brief:
- 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 internet meme that asserts that athletes who get involved with Jenner romantically will begin to play poorly.
- Consumers can bet with or against Jenner through the Fanatics Sportsbook app beginning Jan. 29 following the reveal that she is betting on the New England Patriots to win the Super Bowl on Feb. 8.
Dive Insight:
There was a time not too long ago when the idea of advertising about sports betting was unthinkable, but in 2026, it has become part of the game as consumer interest in the activity grows. Wagering has also expanded into everyday 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 blending sports betting with ongoing pop-culture hype around 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 a number of professional basketball players. Beyond the 30-second Super Bowl ad, the campaign also includes a 90-second extended 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 larger plan to accommodate her lavish lifestyle. The ad sees Jenner in an opulent mansion, relaxing in a pool, driving a classic car and flying in a private jet — all luxuries she attributes to past partners — before sharing that she’s ready to bet on something new: football players. The ad was created by Fanatics Studios, an in-house joint venture between Fanatics and OBB Media.
Fanatics Sportsbook is also 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 first of the major betting platforms to reveal its Super Bowl marketing plans. In previous years, DraftKings, BetMGM and FanDuel have all had celebrity- and stunt-filled spots during the game. Beyond, DraftKings in September announced a multiyear deal with NBCUniversal granting the sports betting platform exclusive integrations and digital sponsorships across NBCU’s top-tier sports properties.
