Fanatics Taps Kendall Jenner for Its First Super Bowl Ad—And a Sports-Betting Twist
Fanatics Inc. is using advertising’s biggest stage to spotlight a different side of its business: sports betting.
The company will air its first-ever Super Bowl commercial during the February 8 broadcast, promoting Fanatics Sportsbook with a 30-second spot starring Kendall Jenner.
Playing Into the “Kendall Jenner Curse”
The commercial leans directly into long-running internet jokes suggesting that athletes who date Jenner experience a dip in performance. In the spot, Jenner humorously flips the narrative, revealing that her lavish lifestyle—including a private jet and a vintage car—is supposedly funded by winning bets placed against her former partners using Fanatics Sportsbook.
A longer 90-second version of the commercial will also be released online, expanding on the joke and giving the brand additional runway beyond game night.
For Fanatics, the ad marks a major step in positioning its sportsbook alongside its already dominant sports merchandise business. For Super Bowl advertising, it’s another example of betting brands continuing to push into mainstream entertainment—using celebrity, self-aware humor, and cultural memes to soften what is still a tightly regulated category.
