Fanatics Betting CEO: Jenner’s Super Bowl Ad Surpasses All Expectations
Vaynermedia CEO Gary Vaynerchuk discusses how artificial intelligence will play a role in 2026 Super Bowl advertisements on ‘The Claman Countdown.’
The goal for any Super Bowl ad this week is for consumers to take action after seeing their campaign instead of just watching.
For Fanatics Sportsbook, this objective has already been met, even before kickoff, thanks to a viral ad featuring Kendall Jenner. The ad cleverly invoked the “Kardashian Kurse,” a long-standing internet joke suggesting that any basketball player who gets close to the Kardashian family faces a downturn in their career.
Fanatics Betting & Gaming CEO Matt King expressed his excitement, stating that the ad has “exceeded our expectations,” and the digital sports giant is already witnessing positive results.
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Kendall Jenner with Fanatics Sportsbook for a 2026 Super Bowl commercial. (Fanatics Sportsbook / Fox News)
“We’ve seen a big spike in downloads, and we’re seeing that accelerate as we get closer to the game,” King noted in a recent interview.
This marks Jenner’s first-ever Super Bowl ad, generating buzz among both football fans and casual viewers. During her appearance on “The Tonight Show,” she revealed to Jimmy Fallon that she would be placing a staggering $1 million bet on the New England Patriots.
Adding to the campaign’s viral nature, one of Jenner’s ex-boyfriends, Phoenix Suns star Devin Booker, engaged in playful banter on Instagram, further amplifying the ad’s reach.
KENDALL JENNER TURNS ‘KARDASHIAN KURSE’ INTO SUPER BOWL LX BETTING STRATEGY FOR FANATICS SPORTSBOOK
This campaign has been a dream for Fanatics, embodying the brand’s mission to integrate sports and culture seamlessly. King elaborated, “From day one, we were excited to partner with an icon like Kendall Jenner. In today’s marketing world, blending social media with traditional media is a unique opportunity for maximum impact.”
He continued, “The ad’s momentum and its ability to go viral is incredible. Many have told me their partners informed them about the ad, which we absolutely love. It’s about great creative execution with the right talent, released at the right time.”
Fanatics Betting & Gaming CEO Matt King is excited for another Super Bowl. (Fanatics / Fox News)
King also mentioned that most of the betting activity has been on the Seattle Seahawks, indicating that the public is betting against Jenner’s pick of the Patriots. However, he noted, “We’re nowhere close to kickoff, so we have a lot more action to come in.”
The Super Bowl is one of the most-watched sporting events globally, and with the legalization of sports gambling, casual fans may be tempted to place bets to enhance their viewing experience. Whether it’s siding with or against Jenner, predicting the Gatorade color for the winning coach, or utilizing Fanatics Markets for predictions, King emphasized the importance of responsible gaming tools.
“Responsible gaming is crucial for us every day,” he stated. “We want to ensure that new users are aware of the tools available to them, like deposit limits. This will be a focus on Super Bowl Sunday to educate new users about our platform and help them set limits if they choose.”
Ultimately, the Super Bowl ad campaign for Fanatics Sportsbook, coinciding with Super Bowl LX on Sunday in Santa Clara, marks a successful NFL season for the brand, which continues to innovate in a competitive industry.
Kendall Jenner arrives on “The Tonight Show” Jan. 28, 2026. (Todd Owyoung/NBC via Getty Images / Getty Images)
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“From our perspective, from the day we started this business, it was all about how we build a proposition that’s the best in the market,” King emphasized. “We want consumers to recognize that Fanatics is the best in the market. This football season has demonstrated our commitment, whether through up to 10% FanCash or our Fair Play initiative, which has received incredible customer feedback. Social media moments have proven to be a real differentiator.”
“Candidly, our biggest challenge is raising awareness. Our strategy focuses on increasing visibility for all we offer fans, ensuring they recognize that there is a superior alternative in the market. Much of our work, as seen in the Super Bowl campaign, is aimed at building brand awareness.”
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Vaynermedia CEO Gary Vaynerchuk discusses how artificial intelligence will play a role in 2026 Super Bowl advertisements on ‘The Claman Countdown.’
The goal for any Super Bowl ad this week is for consumers to take action after seeing their campaign instead of just watching.
For Fanatics Sportsbook, this objective has already been met, even before kickoff, thanks to a viral ad featuring Kendall Jenner. The ad cleverly invoked the “Kardashian Kurse,” a long-standing internet joke suggesting that any basketball player who gets close to the Kardashian family faces a downturn in their career.
Fanatics Betting & Gaming CEO Matt King expressed his excitement, stating that the ad has “exceeded our expectations,” and the digital sports giant is already witnessing positive results.
CLICK HERE FOR MORE SPORTS COVERAGE ON FOXBUSINESS.COM
Kendall Jenner with Fanatics Sportsbook for a 2026 Super Bowl commercial. (Fanatics Sportsbook / Fox News)
“We’ve seen a big spike in downloads, and we’re seeing that accelerate as we get closer to the game,” King noted in a recent interview.
This marks Jenner’s first-ever Super Bowl ad, generating buzz among both football fans and casual viewers. During her appearance on “The Tonight Show,” she revealed to Jimmy Fallon that she would be placing a staggering $1 million bet on the New England Patriots.
Adding to the campaign’s viral nature, one of Jenner’s ex-boyfriends, Phoenix Suns star Devin Booker, engaged in playful banter on Instagram, further amplifying the ad’s reach.
KENDALL JENNER TURNS ‘KARDASHIAN KURSE’ INTO SUPER BOWL LX BETTING STRATEGY FOR FANATICS SPORTSBOOK
This campaign has been a dream for Fanatics, embodying the brand’s mission to integrate sports and culture seamlessly. King elaborated, “From day one, we were excited to partner with an icon like Kendall Jenner. In today’s marketing world, blending social media with traditional media is a unique opportunity for maximum impact.”
He continued, “The ad’s momentum and its ability to go viral is incredible. Many have told me their partners informed them about the ad, which we absolutely love. It’s about great creative execution with the right talent, released at the right time.”
Fanatics Betting & Gaming CEO Matt King is excited for another Super Bowl. (Fanatics / Fox News)
King also mentioned that most of the betting activity has been on the Seattle Seahawks, indicating that the public is betting against Jenner’s pick of the Patriots. However, he noted, “We’re nowhere close to kickoff, so we have a lot more action to come in.”
The Super Bowl is one of the most-watched sporting events globally, and with the legalization of sports gambling, casual fans may be tempted to place bets to enhance their viewing experience. Whether it’s siding with or against Jenner, predicting the Gatorade color for the winning coach, or utilizing Fanatics Markets for predictions, King emphasized the importance of responsible gaming tools.
“Responsible gaming is crucial for us every day,” he stated. “We want to ensure that new users are aware of the tools available to them, like deposit limits. This will be a focus on Super Bowl Sunday to educate new users about our platform and help them set limits if they choose.”
Ultimately, the Super Bowl ad campaign for Fanatics Sportsbook, coinciding with Super Bowl LX on Sunday in Santa Clara, marks a successful NFL season for the brand, which continues to innovate in a competitive industry.
Kendall Jenner arrives on “The Tonight Show” Jan. 28, 2026. (Todd Owyoung/NBC via Getty Images / Getty Images)
GET FOX BUSINESS ON THE GO BY CLICKING HERE
“From our perspective, from the day we started this business, it was all about how we build a proposition that’s the best in the market,” King emphasized. “We want consumers to recognize that Fanatics is the best in the market. This football season has demonstrated our commitment, whether through up to 10% FanCash or our Fair Play initiative, which has received incredible customer feedback. Social media moments have proven to be a real differentiator.”
“Candidly, our biggest challenge is raising awareness. Our strategy focuses on increasing visibility for all we offer fans, ensuring they recognize that there is a superior alternative in the market. Much of our work, as seen in the Super Bowl campaign, is aimed at building brand awareness.”
Follow Fox News Digital’s sports coverage on X and subscribe to the Fox News Sports Huddle newsletter.
