Fanatics Sportsbook's First-Ever Super Bowl Spot is 'Bet on Kendall'
Laura McQuarrie — January 28, 2026 — Pop Culture
References: betfanatics & brand-innovators
Kendall Jenner is set to appear in Fanatics Sportsbook's first-ever Big Game commercial, Bet on Kendall, which will air during halftime. "Haven't you heard? The internet says I'm cursed," begins Jenner, sipping from a teacup, who then goes on to explain the fundamentals of betting on the right guy, all while poking fun at the much-talked-about "Kardashian Kurse" in the self-aware ad. At one point, the jokes that Kardashian isn't even her last name.
And for all the action surrounding the Super Bowl, Fanatics Sportsbook is extending the invitation to "Tail or fade Kendall's pick with your Big Game 100% Moneyline Profit Boost for a chance to double your winnings."
This campaign is the first production from the freshly launched Fanatics Studios, a joint venture between Fanatics and OBB Media.
And for all the action surrounding the Super Bowl, Fanatics Sportsbook is extending the invitation to "Tail or fade Kendall's pick with your Big Game 100% Moneyline Profit Boost for a chance to double your winnings."
This campaign is the first production from the freshly launched Fanatics Studios, a joint venture between Fanatics and OBB Media.
Trend Themes
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Self-aware Advertising — A surge of self-referential and humorous ad campaigns plays on cultural memes to captivate audiences.
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Celebrity-influenced Sports Betting — High-profile endorsements in sports betting leverage the social influence of celebrities to attract new users.
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Brand Entertainment Ventures — Brands are creating dedicated entertainment arms to produce media content that aligns closely with their products and services.
Industry Implications
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Sports Marketing — Innovative advertising strategies tap into major sports events to create memorable campaigns that resonate with fans.
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Online Gambling — Growing integration of pop culture into online gambling platforms seeks to engage younger, tech-savvy audiences.
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Media Production — Joint ventures between commercial brands and media companies are exploring new avenues for branded content creation.
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