The infamous Kardashian Kurse has officially crossed over from sports memes into the high-stakes world of iGaming and sports betting — and Kendall Jenner is leading the charge.
Ahead of Super Bowl 60, Fanatics Sportsbook unveiled its first-ever Super Bowl commercial, starring Kendall Jenner in a bold, self-aware campaign that transforms the long-rumored Kardashian Kurse into a clever betting narrative.
For years, sports fans have speculated about the so-called Kardashian Kurse — a pop-culture belief suggesting that professional athletes who date members of the Kardashian-Jenner family often experience career slumps, injuries, or playoff heartbreaks.
Instead of denying the myth, Kendall Jenner embraces it.
In the 85-second ad titled “Bet on Kendall,” Jenner humorously acknowledges the internet theory, wandering through a lavish “kursed” mansion while delivering sharp, sarcastic lines that reference her past NBA relationships — without naming names directly.
“Haven’t you heard? The internet says I’m cursed,” Jenner says in the commercial. “Any basketball player who dates me kinda hits a rough patch.”
What makes this campaign especially relevant for the iGaming industry is how Fanatics Sportsbook cleverly ties pop culture speculation to betting behavior.
Jenner jokes that while the world talks about the Kardashian Kurse, she’s been betting on it — turning viral chatter into a hypothetical wagering edge.
Visual cues throughout the commercial reinforce the narrative: burned basketball jerseys, ripped portraits of former flames, and luxury symbolism tied to missed championships and unrealized rings.
Jenner has previously dated several NBA players, including Devin Booker, Ben Simmons, Blake Griffin, and Jordan Clarkson. She and Booker ended their two-year relationship in October 2022. While none are named, the references are unmistakable.
The commercial will air during Super Bowl 60, featuring the Seattle Seahawks vs. New England Patriots, taking place on February 8 in Santa Clara. A shortened 30-second version is scheduled to run during halftime, while the full-length spot has already gone viral online.
This campaign marks a significant milestone for Fanatics Sportsbook. It is not only the brand’s Super Bowl debut, but also the first production from Fanatics Studios, a newly launched joint venture with OBB Media, directed by Michael D. Ratner and Cameron Harris.
Jenner ultimately refrains from revealing her pick for the big game, instead inviting viewers to bet with her — or against her.
This campaign highlights a growing trend in iGaming marketing: the fusion of celebrity culture, internet myths, and sports betting psychology. By turning the Kardashian Kurse into a talking point, Fanatics Sportsbook taps into virality, fandom behavior, and cultural relevance — all crucial drivers for modern sportsbook engagement.
Whether you believe in the Kurse or not, one thing is clear: it’s now part of the iGaming playbook.