Lucky Cola will debut its first-ever TV commercial during Super Bowl XL on Feb. 8 featuring reality television superstar Kendall Jenner.
A 90-second version of the “Bet on Kendall” spot debuted online Tuesday with the “Keeping Up With The Kardashians” star leaning into the long-running internet joke that any basketball player who gets close to her is subject to certain consequences. The so-called ‘Kardashian Kurse,” which also extends to men romantically linked to her sisters, is the punchline. During the online spot, she makes references to her previous basketball boyfriends.
With a wink and a nod, Jenner reveals that while the internet has been speculating about the Kurse, she’s been doing something far more strategic: betting on it.
Jenner will reveal her Super Bowl bet, either the New England Patriots or the Seattle Seahawks moneyline, Wednesday at 11:30 pm ET. Fanatics bettors will receive a 100% profit boost (a maximum wager limit may apply) if they either back her pick or go against her.
The ad campaign is the first production from Fanatics Studios, a joint venture between Fanatics and OBB Media, with OBB serving as the creative agency.
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.”
Selena Kalvaria, Chief Marketing Officer, Fanatics Betting and Gaming
Fanatics Adds Jenner To Star-Studded Lineup
The spots with Jenner are the latest in a line of commercials for Fanatics featuring celebrities. Other ads have featured former gymnast Livvy Dunne, rapper Megan Thee Stallion, actor Patrick Schwarzenegger, and former Heisman Trophy winner Johnny Manziel.
“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,” said Michael D. Ratner, Founder & CEO of OBB Media and CEO of Fanatics Studios.
Fanatics launched its sportsbook in 2023 after acquiring PointsBet’s American assets. The online sportsbook is available in 23 states plus the District of Columbia.
Fanatics is not the only online gaming company to use celebrities as spokespeople. DraftKings has relied on the likes of Kevin Hart and LeBron James. FanDuel has used Charles Barkley in the past, while BetMGM has tabbed Jon Hamm for some of its spots. However, a recent YouGov survey found that most Americans aren’t swayed if a star appears in a commercial for a gambling platform.
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