Fanatics Sportsbook launches first Super Bowl campaign with Kendall Jenner

• Fanatics Sportsbook debuts Super Bowl advertising during halftime of Patriots-Seahawks matchup on 8 February 2026.
• Model Kendall Jenner stars in a campaign based on the “Kardashian Kurse” internet phenomenon.
• Campaign marks first production from Fanatics Studios’ joint venture with OBB Media.

Fanatics Sportsbook will make its Super Bowl advertising debut during halftime of Super Bowl LX on 8 February 2026 with a campaign featuring model Kendall Jenner.

The spot airs during the game between the New England Patriots and Seattle Seahawks at Levi’s Stadium in Santa Clara, California.

The commercial represents Fanatics Sportsbook’s most prominent national exposure since launching in the regulated US market via its 2023 acquisition of PointsBet’s American assets. The platform now operates in approximately 23 states and Washington, D.C.

“Bet on Kendall” builds on internet lore

The campaign centres on the “Kardashian Kurse”, an internet meme suggesting that men romantically linked to Jenner and her sisters experience declining athletic performance. In the commercial, Jenner references her past relationships with basketball players and jokes about betting on the supposed curse.

A 90-second version of the commercial debuted online on 27 January 2026.

Selena Kalvaria, chief marketing officer of Fanatics Betting and Gaming, said:

“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.”

The broader campaign includes the halftime television placement, an extended digital film, short-form social media content, and out-of-home advertising anchored by the “Bet on Kendall” tagline.

Bettor promotion tied to Jenner’s wager reveal

Jenner announced her Super Bowl moneyline wager on either the New England Patriots or Seattle Seahawks around midnight ET on 28 January 2026. Fanatics bettors received a 100% profit boost if they placed a wager on her selection or bet against it, subject to a maximum wager limit.

The promotion aims to drive engagement around the Super Bowl broadcast and convert casual viewers into active bettors. Fanatics has not disclosed expected participation rates or profit boost caps.

Fanatics Studios makes production debut

The Jenner commercial marks the first release from Fanatics Studios, a joint venture between Fanatics and OBB Media announced earlier in 2026. OBB Media served as the creative agency for the campaign.

Michael D. Ratner, founder and CEO of OBB Media and CEO of Fanatics Studios, commented:

“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 Ratner.

The joint venture signals Fanatics’ intention to produce more branded entertainment content that extends beyond traditional advertising formats.

Previous Fanatics campaigns have featured former gymnast Livvy Dunne, rapper Megan Thee Stallion, actor Patrick Schwarzenegger and former Heisman Trophy winner Johnny Manziel.

Celebrity endorsements in betting

Fanatics joins rival sportsbook operators in deploying celebrity talent for national advertising.

DraftKings has featured Kevin Hart and LeBron James, FanDuel has worked with Charles Barkley, and BetMGM has partnered with Jon Hamm.

The Super Bowl provides sportsbook operators with access to a massive audience, including infrequent bettors. The 8 February game is expected to attract one of the largest television audiences of the year, making halftime advertising slots particularly valuable for brand awareness campaigns.

Fanatics has not disclosed the cost of its Super Bowl advertising buy or projected return on marketing investment from the Jenner campaign.