Kendall Jenner, a name synonymous with high fashion, reality TV, and a dash of internet controversy, found herself at the center of Super Bowl 60’s advertising blitz on February 8, 2026. This time, though, it wasn’t her runway walk or family drama grabbing headlines—it was her starring role in Fanatics Sportsbook’s cheeky new commercial, "Bet on Kendall." The ad, which aired to over 100 million viewers just moments before her ex-boyfriend Bad Bunny’s halftime show performance, quickly became the talk of the night, blending pop culture, sports, and a healthy dose of self-deprecating humor.
For those who’ve followed Jenner’s journey from "Keeping Up With The Kardashians" to international modeling stardom, her foray into the world of Super Bowl advertising might seem like a natural next step. But this was no ordinary commercial. Fanatics Sportsbook’s spot leaned into a long-running internet joke: the so-called "Kardashian Kurse," an alleged streak of bad luck that supposedly befalls athletes who date members of the Kardashian-Jenner family.
"Haven’t you heard? The internet says I’m cursed," Jenner smirks in the opening moments of the ad, sipping tea with a sly grin. She continues, "Any basketball player who dates me kind of hits a rough patch. While the world’s been talking about it, I’ve been betting on it. How else do you think I can afford all this… modeling!?" According to USA TODAY and The Spun, the commercial gleefully pokes fun at Jenner’s high-profile relationships with NBA stars Devin Booker, Jordan Clarkson, Blake Griffin, and Ben Simmons. In a particularly memorable scene, Jenner is shown setting trash basketball jerseys ablaze, a not-so-subtle nod to her exes’ supposed misfortunes.
The ad doesn’t stop at basketball. With a wink, Jenner quips, "But today, it’s time to bet on something new. Football players," while lounging on a private jet she credits to "Boyfriend No. 3." The camera then pans to her phone, displaying a gray helmet emblazoned with the Fanatics Sportsbook logo and the word "New England," implying she’s now putting her money on the Patriots. The joke lands especially well given that, as of 2026, Jenner has yet to date a professional football player—though the ad suggests she’s open to changing that.
Beyond the playful jabs and luxury backdrops (think beachfront mansions, Ferrari 250 GTs, and pool terraces), what really sets this commercial apart is Jenner’s willingness to lampoon herself. As Adweek pointed out, "When a polarizing celebrity is willing to lampoon herself in front of more than 100 million people, it’s hard to diss someone who’s busy dissing themselves." Jenner’s fork-tongued sass not only invites viewers in on the joke but also subtly promotes the idea that anyone—celebrity or not—can try their luck with sports betting, even if they don’t end up with a mansion as a result.
The timing of the ad’s airing was almost too perfect. As reported by TV Insider, Jenner’s commercial aired immediately before Bad Bunny, her ex-boyfriend and the night’s halftime show performer, took the stage. The internet quickly caught on, with viewers marveling at the coincidental (or perhaps strategic) placement. Jenner and Bad Bunny, who dated on and off until September 2024, have remained friendly, and both seemed to take the Super Bowl spotlight in stride. Bad Bunny, when asked about potential surprises in his halftime show, teased, "Well, you know that’s something I’m not going to tell you. I think I have a lot of guests—it’s going to be my family, my friends, all the Latino community around the world that’s supporting me. I know the world is going to be happy this Sunday. They’re going to have fun, they’re going to dance, and they’re going to have a good time."
Jenner herself was very much present at the big game, attending Super Bowl 60 at Levi’s Stadium in Santa Clara, California, on February 9, 2026. According to Elle, she arrived in style, sporting a tiny black crop top and jeans, and was spotted mingling at the exclusive Fanatics Super Bowl Party the night before. This marked her first time as the face of a major game-day ad, though she’s attended previous Super Bowls as a guest—including a 2024 appearance alongside Hailey Bieber.
On social media, Jenner kept the playful spirit alive, posting on Instagram, "let’s put this kurse to the test on the biggest stage. who should I pick?" The banter extended to her exes as well; Devin Booker, one of the NBA stars referenced in the ad, quipped online, "I bet a million the Seahawks get a ring before you do," to which Jenner shot back, "How’s the ankle?" Booker replied, "Come rub it." The exchange underscored the lighthearted nature of the campaign and the mutual good humor among those involved.
Behind the scenes, Jenner’s appearance in the Super Bowl ad capped off a year of personal reflection. In a January 2026 episode of Owen Thiele’s podcast "In Your Dreams," Jenner opened up about her decision to remain single for the past year after a string of high-profile relationships throughout her 20s. "I’ve had great relationships; I’ve had not so great relationships, but I felt like through my 20s, I was in a lot [of relationships]," she shared. "When I turned 29, I really made a minor commitment to myself, where I was like, I’m not going to reject anything. … I’m going to stay open to anything that feels like it would suit me. But I really wanted to have a me year where I chose myself."
Jenner’s self-deprecating humor, coupled with her candidness about her personal life, seemed to strike a chord with viewers. The commercial’s success was also a win for Fanatics Sportsbook, which reportedly paid between $8 million and $10 million for the coveted 30-second spot, according to USA TODAY. The ad’s blend of celebrity culture, sports, and tongue-in-cheek wit made it one of the most memorable moments of Super Bowl 60’s advertising lineup.
Of course, the commercial came with the requisite disclaimers about the risks of gambling, as noted by USA TODAY: "Gambling involves risk. Please only gamble with funds that you can comfortably afford to lose." The message was clear—enjoy the joke, but bet responsibly.
Jenner’s Super Bowl moment offered a rare glimpse of a star in on the joke about her own celebrity, turning a long-standing internet meme into a national punchline. Whether or not the "Kardashian Kurse" is real, one thing’s for sure: Kendall Jenner knows how to keep the world watching, and laughing, right along with her.