What's Happening?
Fanatics Sportsbook has launched its first Super Bowl advertisement featuring Kendall Jenner, marking a significant entry into sports betting advertising. The campaign, titled 'Bet on Kendall,' humorously
plays on the 'Kardashian Kurse,' a popular internet joke suggesting that Jenner's romantic involvement with NBA players negatively impacts their on-court performance. The ad, produced by Fanatics Studios in collaboration with OBB Media, showcases Jenner in a luxurious setting, suggesting she has profited from betting on her exes' downfalls. The campaign includes a 90-second video to be released across various platforms, with a 30-second version airing during the Super Bowl. Despite the playful nature of the ad, a recent study indicates that celebrity endorsements have minimal influence on gambling behavior.
Why It's Important?
This campaign represents a strategic move by Fanatics to leverage celebrity influence in the competitive sports betting market. By featuring Kendall Jenner, a high-profile figure with significant cultural impact, Fanatics aims to attract attention and differentiate itself in a crowded field. The ad's humorous take on the 'Kardashian Kurse' could resonate with audiences familiar with the joke, potentially increasing engagement. However, the effectiveness of celebrity endorsements in driving gambling behavior remains questionable, as studies suggest limited impact. This initiative highlights the ongoing trend of integrating entertainment and sports betting, reflecting broader shifts in marketing strategies within the industry.
What's Next?
Fanatics plans to roll out the full 90-second video across multiple platforms, with the shorter version debuting during the Super Bowl. As part of the campaign, Jenner will reveal her Super Bowl pick on Fanatics, and customers in legal states can participate in the 'Bet on Kendall' promotion. Fanatics is also offering a 100% moneyline profit boost for the Big Game, regardless of whether users bet with or against Jenner. The campaign's success could influence future advertising strategies in the sports betting industry, potentially leading to more celebrity-driven content.
