FanDuel launched its Super Bowl-focused marketing campaign built around recognisable NFL figures and a $6m promotional incentive.

Released ahead of Super Bowl LX, which witnessed the Seattle Seahawks overcome a poor offensive showing from the New England Patriots in Santa Clara, California, the campaign centres on a short-form video titled Gronk’s Fever Dream, published via YouTube, which features former New England Patriots tight end Rob Gronkowski as the focal point.

The spot places Gronkowski in a fictional pre-game speech scenario, framing the pressure of the moment as a parallel to high-stakes decision-making.

Supporting appearances from Joe Montana and Adam Vinatieri reinforce the campaign’s reliance on established NFL credibility rather than novelty. The use of retired legends, rather than active players, reflects a continued industry preference for recognisable figures without current league restrictions.

The commercial concludes with a direct promotional message inviting customers to “play to win a share of a $6m touchdown jackpot,”.