Fanatics Sportsbook uses cultural humour in Big Game ad spot

Fanatics Sportsbook has launched its first Big Game commercial, starring Kendall Jenner, marking both the brand’s debut appearance during the event and Jenner’s first Big Game advertising campaign.

Titled Bet on Kendall, the work is the first production from Fanatics Studios, the joint venture between Fanatics and OBB Media, with Bolded, OBB’s branded entertainment division, acting as creative studio.

The campaign uses humour and cultural references to position Fanatics Sportsbook within mainstream sports entertainment. It centres on a long-running internet narrative linking Jenner to poor on-court outcomes for basketball players she has dated, reframing the meme as a betting strategy rather than a superstition.

Turning internet lore into campaign narrative

In the thirty-second broadcast spot, which airs during halftime, and an extended ninety-second digital version, Jenner addresses the so-called Kardashian Kurse directly. Set in a stylised mansion, the ad shows Jenner acknowledging online speculation before revealing she has been placing bets on the outcomes instead.

The creative blends comedy with polished visuals and avoids direct references to specific former partners, using faceless characters to maintain a self-aware tone. Viewers are invited to decide whether to bet with Jenner or against her once her Big Game pick is revealed on Fanatics Sportsbook.

Fanatics Studios makes first release

Bet on Kendall represents the first public release from Fanatics Studios since its launch. The studio is positioned as a platform for producing content at the intersection of sport, culture and entertainment, with this campaign designed for broad distribution across broadcast, digital, social and out-of-home formats.

Selena Kalvaria, Chief Marketing Officer at Fanatics Betting and Gaming: “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’ cultural influence in sports, Bet on Kendall brings Fanatics Sportsbook into focus through Fanatics Studios and our partners at OBB Media.”

The wider campaign includes short-form social executions and an out-of-home programme designed to place the “Kursed?” conversation into high-visibility public settings. All elements are anchored by the line Bet on Kendall and are timed around Jenner’s Big Game prediction.

Michael D. Ratner, Founder and Chief Executive Officer, OBB Media: “As the first official Fanatics Studios project, Bet on Kendall reflects the kind of storytelling we want to create, bringing together sports and culture on one of the biggest stages in entertainment.”

Fans are able to place bets linked to the campaign through the Fanatics Sportsbook app following the public reveal of Jenner’s pick. The work was produced by Fanatics Studios and OBB Media, with Michael D. Ratner and Cameron Harris directing.

The campaign was executive produced by Michael D. Ratner, Scott Ratner, Kfir Goldberg, Simone Spira and James Rowe for OBB, alongside Kendall Jenner, with Matt King, Selena Kalvaria, Johnny Dantonio and Michael Fitzsimmons executive producing for Fanatics Sportsbook.

www.betfanatics.com

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