From internet meme to major marketing strategy: Kendall Jenner stars in Fanatics Sportsbook campaign
Fanatics Sportsbook chose an unusual way to stay in the spotlight, but one that is closely aligned with internet culture. Instead of relying solely on odds, sign-up bonuses, or technical betting language, the brand decided to feature one of the most famous people on the planet, Kendall Jenner, in one of its Super Bowl-related campaigns. The project turned humour, pop culture and basketball into a marketing tool. The video’s main theme is a joke that has been circulating on social media for years: the “Kardashian curse”, a theory created by fans after several episodes involving relationships between basketball athletes and women from the Kardashian-Jenner family, and their post-break-up “failures”.
In the advert, Kendall makes fun of this story. She says the internet claims she is “cursed” and that basketball players who date her always go through a rough patch afterwards. Instead of denying it, she says that while the world talks, she is “betting on it”.
Turning a viral meme into a marketing strategy
The campaign does not try to seem serious. It does not sell technical expertise; it sells conversation. Fanatics Sportsbook took an already established internet meme and turned it into storytelling. Kendall appears in luxurious settings, mentions ex-boyfriends who are basketball players and “didn’t make the playoffs” or “fell out of the league”, and then announces it is time to bet on something new: American football players. The implied slogan is simple and direct: “Bet on Kendall”.
To understand the roots of the campaign and the strategy of Fanatics Sportsbook’s marketing team, it is necessary to look at the background that fuels the joke. Kendall Jenner has had relationships with several NBA athletes over the years. The internet began to connect, in a humorous way, the career fluctuations of these players to their personal lives. There is no scientific basis for this, but the coincidence of performance drops helped the narrative grow.
Players linked to the “curse”
Jordan Clarkson, for example, emerged in the NBA as a possible future star. Drafted in 2014, he had his moment with the Lakers and was seen as a potential starter. Over time, however, his role changed. He became a rotation scorer coming off the bench. It is not a bad career, but it was not the development many originally projected. He lost space as a starter, moved between teams and became known as a useful player, but not a franchise-defining one.
Blake Griffin is a clearer case of sporting decline, even if due to physical factors. The number one pick in the Draft, star of the Clippers, multiple All-Star selections, he was one of the faces of the league in the first half of the 2010s. Then came recurring knee and hip injuries. His physical explosiveness, the base of his game, decreased. The move to the Detroit Pistons marked a turning point in his career, and later spells with the Nets and Celtics saw him become a complementary piece. His peak stayed in the past, and retirement came relatively early for someone who seemed destined to dominate for longer.
The strongest example of the “curse” story is Ben Simmons. He entered the NBA surrounded by expectations: first pick in the Draft, Rookie of the Year, All-Star, versatile defender, great court vision. His path looked like that of a star for many years. The turning point came with offensive struggles, especially at the free-throw line, heavy criticism in the post-season and a striking playoff moment that generated widespread reaction. After that, conflicts with the Philadelphia 76ers, a season without playing, a trade to the Brooklyn Nets and physical back problems led to a sharp drop in production. His case became one of the most discussed examples of the decline of an elite NBA talent.
Kyle Kuzma is one of the players associated with the story. He had an encouraging start with the Lakers, was selected to the rookie team and showed offensive potential. With the arrival of LeBron James and Anthony Davis, however, his role changed. From a central prospect, he became a complementary piece. Inconsistency in his game and defensive limitations meant he never reached star status. He is still playing, and now plays for the Milwaukee Bucks, but far from the highest expectations from the start.
Devin Booker is the exception that weakens the joke itself. One of the league’s top scorers, with a 70-point game to his name and a constant presence in important games, he maintained a high level even after the relationship with Kendall. He reached the NBA Finals, continued as an All-Star and key figure for the Phoenix Suns.
This mix of real facts and cultural exaggeration is exactly what Fanatics explores. The brand does not state anything directly; it lets the public complete the joke. And it does so with the help of one of the biggest reach drivers online. Kendall Jenner has hundreds of millions of followers on social media. Even if only a fraction engages, the volume of views is enormous. Posts, cuts from the advert, memes and comments expand the reach far beyond paid media.
What Fanatics Sportsbook gains
For Fanatics Sportsbook, the campaign delivers on three fronts. The first is brand recognition. Associating with a celebrity of this level places the company’s name in a level of conversation that few betting operators reach. The second is cultural relevance. Instead of looking like just another operator talking about odds, the brand inserts itself into a pop culture discussion that mixes celebrities and sport. The third is user acquisition. Campaigns like this are usually accompanied by promotions and bonuses, turning curiosity into registration and betting.
Selena Kalvaria, Chief Marketing Officer of Fanatics Betting and Gaming, said in a statement published on Fanatics’ website: “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.”
Success metrics go beyond views. The company is expected to track spikes in app downloads, new registrations, betting volume during the campaign period and mentions of the brand on social media. Organic engagement, with people sharing the video because they find it funny, reduces media costs and increases impact. The campaign highlights a strong trend in betting marketing: moving away from technical discourse and into the territory of entertainment.
This article was first published in Portuguese on 5 February 2026.
Sign up HERE to receive the SiGMA Top 10 news list and the SiGMA weekly newsletter. Stay up-to-date with the latest iGaming news from the world’s largest iGaming community and take advantage of exclusive subscriber offers.
