Want to bet on the “right guy?” Fanatics Sportsbook’s new advertising campaign with Kendall Jenner aims to show customers how they can.
Key Takeaways
- Jenner says in the ad that she bought expensive items shown by betting on her exes’ downfalls.
- A 30-second version of the ad campaign will be broadcast during the Super Bowl.
- A recent study found that celebrity endorsements are unlikely to entice people to gamble.
Branded in a teaser as the “Kurse” and known as the “Bet on Kendall” campaign, Fanatics Sportsbook prepared its first Super Bowl commercial in style.
tomorrow @KendallJenner 👀 pic.twitter.com/zCNl65mqX6
— Fanatics Sportsbook (@FanaticsBook) January 26, 2026
The new advertisement is the first production of Fanatics Studios, a joint venture between Fanatics and OBB Media. It shows Jenner leaning into the popular joke that her romantic involvement with NBA players often results in them struggling, part of the “Kardashian Kurse.”
The video - which features an opulent mansion, expensive artwork, a massive pool, a classic car, and a private jet - makes a flirtatious attempt at self-deprecating humor. Jenner leans into the joke about her ex-partners, suggesting that she afforded the luxury items by betting on her “Kursed” men.
“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 at 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.”
The full 90-second video will be rolled out across multiple platforms. A condensed 39-second version will be broadcast during the Super Bowl on Feb. 8.
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Jenner addresses 'Kurse'
Jenner’s dating history in the NBA most notably includes New York Knicks guard Jordan Clarkson, retired forward Blake Griffin, free-agent forward Ben Simmons, and Phoenix Suns guard Devin Booker.
Fanatics' release announcing the campaign launch specified the link between her romantic endeavors and players’ on-court performances is only a “long-running internet joke.”
“Fueled by memes, real-life coincidences, and fan speculation, the so-called ‘Kardashian Kurse’ isn’t denied, but rather addressed head on, with Jenner making reference to her previous basketball boyfriends,” the release states. “With a wink and a nod, Jenner reveals that while the internet has been speculating about the Kurse, she’s been doing something far more strategic (and likely Kris Jenner approved): betting on it.”
As part of the campaign, Jenner will reveal her Super Bowl pick on Fanatics at midnight on Wednesday.
Fanatics Sportsbook customers nationwide (in legal states) can “Bet on Kendall” beginning Thursday. Fanatics is also offering a 100% moneyline profit boost to use on the Big Game, regardless of whether users bet with or against Kendall.
“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 Michael D. Ratner, founder & CEO of OBB Media and CEO of Fanatics Studios.
Fanatics gears up for Super Bowl
Fanatics’ Super Bowl odds have the Seahawks listed as -4.5 (-230 ML) favorites, while the Patriots are +190 on the moneyline. The projected over/under is 46.5 points.
The Jenners aren’t common faces in the world of sports betting, which makes Fanatics’ newest campaign inherently unique.
However, a recent study by YouGov indicated that celebrity endorsements are unlikely to influence Americans to gamble. Only 12% of respondents said their feelings were positively influenced by celebrities, while another 12% said they were negatively influenced.
