Fanatics Sportsbook has unveiled its first-ever Big Game advertising campaign, marking a branding milestone for the operator as competition intensifies across the US sports betting market. The campaign, titled “Bet on Kendall,” stars Kendall Jenner and will air during halftime of the Big Game (AKA Super Bowl), alongside extended digital and social activations.
The campaign represents the first production from Fanatics Studios, a newly launched joint venture between Fanatics and OBB Media.
The creative concept draws on the long-running internet meme known as the “Kardashian Kurse,” which suggests that professional basketball players associated with the Kardashian-Jenner family experience a notable downturn in performance.
Rather than disputing the narrative, the advert incorporates it directly, positioning Jenner as leaning into fan speculation.
Set within a stylised mansion backdrop, the 30-second broadcast ad and accompanying 90-second digital version frame the superstition as a betting opportunity.
Viewers are invited to engage with the concept by choosing whether to “bet with” or “bet against” Jenner on Fanatics Sportsbook once her Big Game pick is revealed.
Commenting on the new ad, Selena Kalvaria, CMO at Fanatics Betting and Gaming, stated: “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.
“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.”
Michael D. Ratner, Founder & CEO of OBB Media and CEO of Fanatics Studios, added: “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.”
The wider rollout includes short-form social content and an out-of-home advertising programme aimed at driving national awareness.
Fans will be able to place bets tied to the campaign via the Fanatics Sportsbook app starting 29 January, following the public release of Jenner’s selection. As part of the promotion, eligible users are offered a profit boost linked to the campaign.
Fanatics Sportsbook is currently live in more than 20 US states and has been expanding its media, prediction market and content partnerships over the past year
