Fanatics teams up with Kendall Jenner for new Super Bowl ad

• Fanatics introduced a new advertising campaign featuring Kendall Jenner
• The ad invites the players to bet with or against Jenner and pokes fun at memes, online rumors and real-life coincidences
• Selena Kalvaria, Fanatics Betting and Gaming's Chief Marketing Officer, speaks with excitement about the new campaign

The fastest-growing sportsbook in America, Fanatics Sportsbook, announced an engaging partnership ahead of the upcoming Super Bowl, also popular as the Big Game.

This year, Fanatics joined forces with Kendall Jenner, the famous socialite and media personality, for a new exciting ad campaign.

Fanatics rolls out "Bet on Kendall"

The campaign, "Bet on Kendall," represents the first-ever Big Game commercial by Fanatics.

At the same time, the engaging advertisement campaign marks the first time Jenner participates in a Big Game ad.

The bold advertisement, promoting Fanatics Sportsbook, comes on the heels of the recent launch of Fanatics Studios, a groundbreaking joint venture between OBB Media and Fanatics.

The campaign is the joint venture's first advertisement and is expected to reach audiences across the country.

Notably, the 360-degree campaign will offer a range of formats, including a 30-second broadcast spot that will be aired during the Big Game.

Sports fans and bettors alike will also be able to experience a 90-second extended digital ad and view short-form social cutdowns of the "Bet on Kendall" campaign.

The new ad pokes fun at internet lore and memes

Michael D. Ratner, Fanatics Studios' Founder and CEO of OBB Media, spoke with excitement about the new sportsbook ad, Casino Guru News learned from a press release.

"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," he explained.

Selena Kalvaria, Fanatics Betting and Gaming's Chief Marketing Officer, was similarly delighted.

"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," she said.

Finally, Kalvaria pointed out: "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."

Fanatics' new advertisement pokes fun at long-running online jokes that any basketball player who gets close to Kendall "is subject to ...consequences."

The new advertisement campaign is inspired by real-life coincidences, memes and fan speculation, but instead of denying the so-called "Kardashian Kurse," it addresses it head-on.

The engaging "Bet on Kendall" campaign invites players to bet with her or against her on Fanatics Sportsbook.

Starting from Thursday, January 29, 2026, when Fanatics confirms Kendall Jenner's Big Game bet, players will have the option to bet with her or against her and benefit from a 100% profit boost on their wager.

Image credit: Pixabay.com