Fanatics Sportsbook has launched its first-ever Super Bowl commercial, featuring Kendall Jenner and marking both the brand’s biggest marketing push to date and Jenner’s debut Big Game advertising appearance.
The campaign, titled ‘Bet on Kendall‘, is the first production from Fanatics Studios, the newly launched joint venture between Fanatics and OBB Media. OBB’s branded entertainment division, Bolded, served as the creative studio.
The advert centres on the widely circulated ‘Kardashian Kurse’ meme, which suggests athletes associated with the Kardashian-Jenner family experience career downturns. Rather than avoiding the narrative, the campaign directly addresses it, with Jenner referencing past basketball relationships and reframing the speculation as a betting opportunity on Fanatics Sportsbook.
Set in a deliberately “kursed” mansion, the 30-second broadcast spot will air during halftime of Super Bowl LX, supported by a 90-second extended digital version. The ad combines humour and stylised visuals to position Fanatics Sportsbook within online sports culture and mainstream entertainment.
Selena Kalvaria, Chief Marketing Officer at Fanatics Betting and Gaming, said the campaign was designed to translate cultural relevance into engagement. She noted that Bet on Kendall leverages Fanatics’ reach across sports and entertainment to introduce the sportsbook to a wider audience.
Kalvaria noted: “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. 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 CEO of Fanatics Studios, described the campaign as a statement project for the new studio, focused on content at the intersection of sport and culture.
Ratner 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.”
The campaign will roll out across broadcast, digital, social and out-of-home channels. Fans will be able to bet with or against Jenner’s Super Bowl pick exclusively on the Fanatics Sportsbook app, supported by a 100% profit boost promotion.
The campaign launches following the reveal of Jenner’s pick on January 28, with betting available from January 29.
