Fanatics Sportsbook is betting on Kendall Jenner with the launch of its first ever Big Game commercial and Jenner’s first Big Game advertising campaign, titled Bet on Kendall. The campaign marks the first production from the recently launched Fanatics Studios, a joint venture between Fanatics and OBB Media. Bolded, OBB’s branded entertainment division, served as the creative studio.
The spot leans into a long running internet joke suggesting that any basketball player who gets close to Jenner is subject to unfortunate consequences. Fueled by memes, real life coincidences, and fan speculation, the so-called Kardashian Kurse is not denied but addressed directly, with Jenner referencing her previous basketball relationships. With a self aware wink, the commercial suggests that while the internet has been busy theorizing, Jenner has been doing something more strategic and likely Kris Jenner approved, betting on it.
What is the Kardashian Kurse?
Set inside a deliberately “kursed” mansion on a hill, the 30 second commercial, which will air during halftime of the Big Game, and a 90 second extended digital cut blend glossy visuals, sharp comedy, and faceless exes.
Jenner explains how she has turned her rumored effect on men into winning bets on Fanatics Sportsbook, resulting in a flirtatious and self-deprecating take on sports fandom that invites viewers to take a side. Fans can choose whether to bet with her or against her once her Big Game pick goes live.
Fanatics Sportsbook embraces Kardashian Kurse with Kendall Jenner
In a press release shared with ReadWrite, Selena Kalvaria, Chief Marketing Officer at Fanatics Betting and Gaming, said: “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. 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 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.”
tomorrow @KendallJenner 👀 pic.twitter.com/zCNl65mqX6
— Fanatics Sportsbook (@FanaticsBook) January 26, 2026
The 360 degree campaign includes a 30 second broadcast spot airing during the Big Game, a 90 second extended digital film, short form social cutdowns, and a high impact out of home program designed to bring the “Kursed?” conversation into real world settings. All elements are anchored by the campaign line Bet on Kendall. Fans are encouraged to follow along as Jenner reveals her pick for sport’s biggest game and decide whether to bet with her or against her exclusively on Fanatics Sportsbook. A 100 percent profit boost is available, reinforcing the platform’s tagline, “Winning hits different here.”
Fans nationwide can Bet on Kendall using the Fanatics Sportsbook app beginning Thursday, January 29, following the reveal of her pick on Wednesday, January 28 at midnight.
Featured image: Fanatics Sportsbook / OBB Media / Sophie Sahara
