Full Breakdown
Fanatics Inc. Launches Super Bowl Ad Featuring Kendall Jenner to Promote Sports Betting
1/27/2026, 10:39:24 PM
Fanatics Inc. Enters the Sports Betting Arena
Fanatics Inc., a prominent sports apparel company, is set to debut its first Super Bowl advertisement on February 8, during the halftime of the championship game between the Seattle Seahawks and the New England Patriots. The 30-second spot will feature model and media personality Kendall Jenner, who will playfully address rumors about the athletes she dates being "cursed." In the ad, Jenner attributes her luxurious lifestyle, including a private jet and vintage car, to the successful bets she has placed on her ex-boyfriends' underwhelming performances using the Fanatics Sportsbook.
Context of Sports Betting Advertising
The decision to air this advertisement comes amid a notable decline in advertising spending by sports betting companies, despite the Super Bowl being one of the most-watched television events in the United States. In previous years, multiple betting brands participated in Super Bowl advertising; however, only FanDuel, a division of Flutter Entertainment Plc, purchased a spot during the game last year. Overall, sports gambling brands spent approximately $442.5 million on TV ads in 2024, down from $477.4 million in 2023, according to data from iSpotTV Inc.
Official Statements & Responses
Fanatics launched its sports-betting business in 2023, expanding its offerings to include a prediction-markets product last month. The ad was produced in collaboration with OBB Media. Despite the growing interest in sports betting, the industry has faced challenges, including scandals involving National Basketball Association coaches and players, as well as betting schemes linked to college basketball players.
Criticism & Opposition
Critics of sports betting advertising have raised concerns about the potential normalization of gambling, especially in light of recent scandals. The National Football League has also faced scrutiny regarding its partnerships with betting companies, as operators like Kalshi Inc. and Polymarket have not met the necessary requirements to become official partners and thus cannot advertise during the game.
What's Next
As the Super Bowl approaches, Fanatics' advertisement will be closely watched to gauge its impact on the sports betting market and consumer perceptions. The ad's online version will be extended to 90 seconds, allowing for a more in-depth presentation of Fanatics' offerings.
