Fanatics taps Kendall Jenner to front Super Bowl campaign
Social media star becomes the face of privately owned operator’s marketing push around the Big Game
Fanatics Betting and Gaming has tapped Kendall Jenner to front its first-ever Super Bowl campaign, as its celebrity brand ambassador roster continues to grow.
The spot centers around the so-called ‘Kardashian Kurse’ – the long-running internet theory in which those dating any of the female Kardashian clan suffer a string of bad luck.
The campaign includes a 30-second spot, which will air during halftime of Super Bowl LX between the New England Patriots and Seattle Seahawks on February 8.
The commercial sees Jenner explain how she has turned the speculation into a solution by turning her athlete partners’ failings into winning bets with Fanatics.
As part of the campaign, Fanatics users will be able to ‘Bet on Kendall’ by following her pick for the Super Bowl.
A 90-second digital spot will also launch to complement the halftime commercial.
The two commercials were produced by the new joint venture between Fanatics and OBB Media, Fanatics Studios.
OBB’s branded entertainment division, Bolded, served as the creative studio.
Fanatics said: “The 360-degree campaign rolls out across multiple formats, including 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 that brings the “Kursed?” conversation into iconic real-world settings, all anchored by the campaign line ‘Bet on Kendall.’”
In recent months, Fanatics has tapped actor Patrick Schwarzenegger and TikTok star Livvy Dunne to lead on ad campaigns for the operator.
Selena Kalvaria, Fanatics Betting and Gaming chief marketing officer, 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, Fanatics Studios CEO, added: “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.”