Fanatics Launches Super Bowl Campaign Headlined by Kendall Jenner
Sportsbook’s first Super Bowl TV ad blends celebrity culture and betting engagement as Fanatics Studios makes its debut
Fanatics is set to make its Super Bowl advertising debut with a high-profile campaign starring Kendall Jenner, marking a major milestone in the sportsbook’s brand strategy and the first flagship production from Fanatics Studios.
The 90-second commercial, titled Bet on Kendall, will air during Super Bowl XL on 8 February, following an early online release that has already generated significant buzz across social media. The campaign plays on the long-running internet narrative surrounding the so-called “Kardashian Kurse,” with Jenner humorously reframing the myth as a calculated betting strategy rather than superstition.
In the online version of the ad, Jenner references her past relationships with basketball players, before revealing that while fans have been speculating about the curse, she has been “betting on it” instead.
As part of the campaign, Jenner is expected to publicly announce her Super Bowl pick between the New England Patriots and the Seattle Seahawks. Fanatics customers who back her selection—or wager against it—will be eligible for a 100% profit boost, subject to promotional terms and limits.
Fanatics Studios makes its first major statement
The campaign represents the first major creative output from Fanatics Studios, a joint venture between Fanatics and OBB Media, with OBB leading the creative development.
“The magic of this campaign is how Kendall Jenner transforms the lore of the Kardashian Kurse into something playful, participatory, and unmistakingly 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.”
Michael D. Ratner, Founder and CEO of OBB Media and Fanatics Studios, added:
“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.”
Celebrity marketing continues to shape sportsbook branding
Jenner’s appearance adds to a growing roster of celebrity-led Fanatics campaigns, following previous collaborations with figures such as Livvy Dunne, Megan Thee Stallion, Patrick Schwarzenegger and Johnny Manziel.
The strategy reflects a broader trend across the US betting industry, where major operators increasingly leverage cultural icons to build brand recognition. Rival sportsbooks have pursued similar approaches, with DraftKings working with Kevin Hart and LeBron James, FanDuel featuring Charles Barkley, and BetMGM partnering with Jon Hamm.
However, recent consumer research suggests celebrity endorsements may not always translate into direct behavioural change. A YouGov survey found that most Americans are not significantly influenced by star appearances in gambling advertising.
Fanatics’ expanding footprint in US sports betting
Fanatics entered the US sportsbook market in 2023 following its acquisition of PointsBet’s American operations. The platform is now available in 23 states and Washington, D.C., and continues to position itself at the intersection of sports, entertainment and digital engagement.
By combining celebrity-driven storytelling with interactive betting mechanics, Fanatics’ Super Bowl campaign signals a clear ambition: to compete not just on odds and technology, but on cultural relevance in an increasingly crowded US betting market.
