Fanatics Pokes Fun at ‘Kendall Curse’ in New Super Bowl Ad

Posted on: January 28, 2026, 12:46h. 

Last updated on: January 28, 2026, 01:00h.

Mark Keast Read More
Expertise: Canadian Gaming, iGaming, Las Vegas, Sports Betting, NFL, Boxing, UFC.
  • Fanatics Sportsbook releases Kendall Jenner ad for the Super Bowl
  • TV and digital ad is the first production from the recently launched Fanatics Studio
  • Jenner pokes fun at the “Kendall curse” internet conspiracy

Fanatics Sportsbook is leveraging Kendall Jenner’s fame, in part around her famous choices in men, parlaying that into the company’s first-ever Big Game commercial. It’s also the first production from the recently launched Fanatics Studios.

An image from the new Fanatics Sportsbook ad featuring Kendall Jenner. (Image: Fanatics Sportsbook/OBB Media/Sophie Sahara)

Jenner’s athlete exes are all NBA players — Jordan Clarkson, Blake Griffin, Ben Simmons, and Devin Booker. Internet-fuelled chatter then had people joking about the “Kendall Curse,” or the Kardashian curse, a fun conspiracy that says any pro athlete (especially NBA players) who dates a Kardashian or Jenner sees their career decline right after, whether that’s missed playoffs, slumps, or even bombing right out of the league entirely.

‘Kendall Curse’

In the new Fanatics ad, Jenner leans into the internet meme, real-life coincidences, and fan speculation, walking around her mountain-top mansion, swimming in her luxury pool, driving off in her fancy classic car, and flying off in her private jet.

She jokes that while the internet says she’s cursed, she’s made all this money betting on her boyfriends’ bad luck. Jenner’s now switching to football players with Super Bowl LX between the New England Patriots and Seattle Seahawks around the corner. She laughs with the private jet stewardess as the plane takes off.

It’s a self-deprecating, flirtatious take on sorts fandom that invites people to either bet with her or against her on Fanatics Sportsbook once her pick for the Super Bowl goes live.

“Bet on Kendall” is the campaign’s tag line. It’s set in a “kursed” mansion on a hill, and features a 30-second ad. “Bet on Kendall” will air during halftime of the Super Bowl on February 8. There’s also a 90-second digital spot, with short-form social cutdowns.

The ad is the result of a joint venture between Fanatics and OBB Media. Those two companies joined forces to launch Fanatics Studios. Bolded, OBB’s branded entertainment division, served as a creative studio.

Super Bowl Ad

“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,” said Selena Kalvaria, Chief Marketing Officer at Fanatics Betting and Gaming.

Jenner will reveal her pick on January 28 at midnight.

“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. It is content at the intersection of sports and culture, fit for the biggest stage in sports entertainment,” said Michael D. Ratner, CEO of OBB Media and of Fanatics Studios.

FanDuel Canada iGaming Marketing Campaign

This is a time of the year when iGaming operators launch some of their most interesting creative. In Canada, FanDuel launched a television spot called “Fanuary.” It’s an ad that celebrates friends getting together and betting on sports like the Super Bowl.

“From the NFL playoffs and the Super Bowl to exclusive casino games to fan-favorite pop culture, novelty betting and the coin toss, Fanuary is FanDuel Canada’s month-long Super Bowl celebration,” said a FanDuel spokesperson. “At FanDuel, we know that the Super Bowl is more than just a game. It is where family and friends gather to watch, and we wanted to celebrate how every adult can find something that makes the day more exciting. Filmed and produced in Toronto, this campaign showcases what makes our market unique. We’re proud to have our dedicated Canadian team working in the heart of the city, delivering the markets and content that matter most to all types of fans.”