The Kardashian family has been on TV for 18 years, and you can easily make that 19 if you count patriarch Robert Kardashian’s run as part of O.J. Simpson’s legal “dream team” in 1995. We’ve seen them shop, scream, laugh, pole dance, purse slap, fight with food, and pee themselves.

Ah, but can any of them place a decent sports bet? Kendall Jenner can.

In its first-ever presence in the Big Game, betting app Fanatics Sportsbook has cast the 30-year-old model as (suitably enough) herself. She leads viewers through her posh manse, and lets them in on a secret. Jenner didn’t make all this coin through modeling—it came from gambling.

Specifically, it came from betting on NBA games via Fanatics Sportsbook, helped a bit by the basketball knowledge she’s gleaned from dating a bunch of players. The “Kardashian Kurse” may well mulch the post-breakup careers of the jocks who date a Kardashian, but it’s been all aces for Kendall.

These are 30 flashy, satiric, self-effacing seconds—but do they score for the brand? ADWEEK tapped two agency execs to get their takes.

Mike Kresch, VP of strategy at global digital marketing agency Moburst

“The ad is a perfect example of a high-risk, high-reward Super Bowl marketing strategy. Why high risk? 2025 was a proving ground for A-list celebrity ad campaigns that went awry. Look no further than the Sydney Sweeney/American Eagle controversy, or the negative backlash [against] the Mariah Carey/Sephora Christmas campaign. Jenner herself is no stranger to negative backlash.

That said, the Fanatics ad takes away some of the inherent risk by not taking itself too seriously. This strategy tends to land easier on the eyes of the American public. It’s fun, playful, and arguably self-deprecating. Jenner’s supermodel looks are accentuated throughout, and will undoubtedly have significant appeal to the young, male demographic that Fanatics is targeting.”

Nick Miaritis, chief client officer, VaynerMedia

This ad is unexpected in the best way. The core idea taps into a meme that already has massive cultural cachet, and turns it on its head to create something that feels instantly ownable and differentiated. It wins because it’s not just engineered for Broadcast, it’s built for social. The ad will land well during the game, but you can count on serious virality on social [media] due to the star power of Kendall Jenner and the fact that there are millions of people already talking about the subject matter—that’s a winning Super Bowl formula in 2026.

Watch Fanatics Sportsbook’s “Bet on Kendall” spot here: