Kendall Jenner trolls NBA exes in sportsbook Super Bowl ad
Fanatics’ first Super Bowl ad plays on the myth of the ‘Kardashian curse’.
US.- Kendall Jenner, the model and half-sister of Kim Kardashian, is the star of the first Super Bowl ad campaign for Fanatics sportsbook. The ad plays on a long-standing joke about the ‘Kardashian curse’, which has it that romantic involvement with Kardashian-Jenner sisters leads to a decline in athletes’ careers.
While Kendall hasn’t publicly dated any NFL stars (at least not yet), she has dated NBA players Blake Griffin, Ben Simmons and Devin Booker. In the new ad, she gives tips on how to “bet on the right guy”, suggesting that this is what generated her wealth (it will be interesting to see what regulators make of that).
In addition to a 30-second version of the ad to air on US television, Fanatics is launching a 90-second extended version online Fans can choose to “Bet on Kendall” through the Fanatics Sportsbook app, allowing them to earn a profit boost by choosing to bet with or against her.
Jenner will reveal her Super Bowl bet, either the New England Patriots or the Seattle Seahawks moneyline, Wednesday at 11.30pm ET.
Fanatics’ sportsbook debuted in 2023 after it acquiring PointsBet’s American assets and it’s now available in 23 states and the District of Columbia. This will be it’s first Super Bowl ad campaign, but it has already heavily used ads featuring celebrities such as actor Patrick Schwarzenegger, gymnast Livvy Dunne, rapper Megan Thee Stallion and American football quarterback Johnny Manziel.
The latest campaign shows how gambling companies can tap into popular celebrity culture to build visibility and engagement.
Michael D. Ratner, founder and CEO of OBB Media and CEO of Fanatics Studios, said: “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.”
