Fanatics Sportsbook has enlisted Kendall Jenner to appear in its upcoming Super Bowl ad, marking a major milestone for the fast-growing operator. Bloomberg reported on Tuesday that the model and media personality will be featured in a 30-second commercial airing during halftime of the big game on February 8. Jenner has attended several of Fanatics CEO Michael Rubin’s high-profile celebrity gatherings over the years, making the partnership a natural extension of the brand’s pop-culture connections.
The ad reportedly leans into Jenner’s dating history for comedic effect, portraying her lavish lifestyle—complete with a vintage car and private jet—as being funded by bets placed on the underwhelming performances of her ex-boyfriends via Fanatics Sportsbook. Some of her former flames include NBA players Jordan Clarkson, Blake Griffin, Ben Simmons, and Devin Booker, giving the spot a sports-centric hook designed to resonate with both casual viewers and bettors.
The commercial will be Fanatics Sportsbook’s first-ever Super Bowl appearance, a significant statement as the company continues to scale its sportsbook operation after launching in multiple U.S. jurisdictions over the past year. According to Adweek, 30-second Super Bowl ad slots are expected to cost advertisers as much as $8 million, underscoring the size of Fanatics’ marketing bet on the most-watched television event in the United States.
The timing aligns with expectations of another massive betting weekend. The Sports Betting Alliance (SBA) estimates that Americans will legally wager more than $1.7 billion on this year’s Super Bowl. So far, FanDuel is the only other sportsbook confirmed to have purchased Super Bowl inventory, with Bloomberg reporting that the Flutter Entertainment-owned brand will air an ad prior to kickoff. FanDuel leaned into nostalgia last year with its popular field goal contest spots starring Peyton and Eli Manning.
Fanatics’ decision to debut on the Super Bowl stage highlights intensifying competition among U.S. sportsbooks, where brand recognition and cultural relevance are becoming just as critical as odds and promotions in the fight for long-term market share.
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- Source: https://www.vegasslotsonline.com/news/2026/01/27/kendall-jenner-bets-against-her-exes-in-fanatics-first-super-bowl-ad/