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Fanatics Betting CEO says Jenner Super Bowl ad exceeded all expectations
Vaynermedia CEO Gary Vaynerchuk discusses how artificial intelligence will play a role in 2026 Super Bowl advertisements on ‘The Claman Countdown.’
The goal for any Super Bowl ad this week is for consumers to take action after seeing their campaign instead of just watching.
For Fanatics Sportsbook, that has been the case even before kickoff after a viral Kendall Jenner ad that invoked the “Kardashian Kurse,” the long-running internet joke that any basketball player who gets close to the world-famous sisters becomes subject to.
Fanatics Betting & Gaming CEO Matt King said the ad has “exceeded our expectations,” and the digital sports giant is already seeing it paying dividends.
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Kendall Jenner with Fanatics Sportsbook for a 2026 Super Bowl commercial. (Fanatics Sportsbook / Fox News)
“We’ve seen a big spike in downloads, and we’re seeing that accelerate as we get closer to the game,” King said in a recent interview.
It was Jenner’s first-ever Super Bowl ad, and it sparked talk between football fans and casual “Big Game” watchers. Jenner even went on “The Tonight Show,” where she told Jimmy Fallon she would be backing the New England Patriots with a whopping $1 million bet.
If that wasn’t enough, one of her ex-boyfriends “affected” by the “Kardashian Kurse,” Phoenix Suns star Devin Booker, added to the viral aspect of the campaign with some Instagram back-and-forth with Jenner.
KENDALL JENNER TURNS ‘KARDASHIAN KURSE’ INTO SUPER BOWL LX BETTING STRATEGY FOR FANATICS SPORTSBOOK
It’s been a dream campaign for the brand, but one that King says is a tribute to everything Fanatics tries to do with every part of its vast sports and culture ecosystem.
“From day one, we were excited to partner with an icon like Kendall Jenner and, obviously, in today’s marketing world, doing something that kind of blends the social environment with the traditional media environment is truly a unique opportunity, but that’s the way you’re going to get maximum impact,” he explained.
“Dropping it on social and just seeing, frankly, the momentum and life it took on for itself was truly incredible. It’s the definition of going viral. You’re not the first person to tell me their wife or partner told them about the ad, which we absolutely love.
“So, really what it’s about is great creative execution with a great talent and dropped the right way that it took on the life of its own.”

Fanatics Betting & Gaming CEO Matt King is excited for another Super Bowl. (Fanatics / Fox News)
King added that most of the action so far has been on the Seattle Seahawks, meaning the public on Fanatics Sportsbook is fading, or going against, Jenner’s pick of the Patriots. That could change, though.
“We’re nowhere close to kickoff, so we have a lot more action to come in,” King said.
The Super Bowl is one of the most watched sporting events in the world every year, and with the legalization of sports gambling, the casual fan may try to place a bet. Whether it’s going with or against Jenner, guessing the correct Gatorade color poured on the winning coach or using Fanatics Markets, the company’s platform in the rapidly growing prediction market space, King emphasized the availability of responsible gaming tools.
“Responsible gaming obviously is important to us every day,” he said. “It is something where we want to put our tools, like deposit limits, front and center for everybody. When you get a lot of new users into the platform, a core part of our what we call our early-life journey for all users is to educate them about the tools that exist. The same will be true on Super Bowl Sunday for all new users to make them understand the tools are there in our experience with us and allow them to set limits if they want to.”
The Super Bowl ad campaign for Fanatics Sportbook with the Super Bowl on Sunday in Santa Clara completes a successful NFL season for the brand, which continues to find creative ways to break into a highly competitive industry.

Kendall Jenner arrives on “The Tonight Show” Jan. 28, 2026. (Todd Owyoung/NBC via Getty Images / Getty Images)
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“From our perspective, from the day we started this business, it was all about how we build a proposition that’s the best in the market,” King said. “We want consumers to kind of look at everything we offer together and say, “Fanatics is the best in the market.’
“We think, this football season, we really helped demonstrate we’re the best in the market, whether that’s the up to 10% FanCash you can earn, the Fair Play, the customer feedback on Fair Play has been truly incredible. If you look at social and the moments it happens, it’s a real differentiator.
“Candidly, our biggest challenge is really about awareness. So, our approach to growing the business is how do we focus on just raising awareness for all the things we can offer fans and have them recognize there is an alternative in the market that is superior? A lot of our work — you can see it in the Super Bowl campaign — is how we build awareness for the brand.”
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BlackRock’s Larry Fink proposes Social Security reform to diversify investments
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BlackRock CEO Larry Fink discussed possible Social Security reforms that would allow more Americans to benefit from the growth in the stock market while also ensuring the program is strengthened so it can survive to serve future generations.
Fink’s recently released annual chairman’s letter touched on how Social Security is “one of the most effective poverty-prevention programs in history” and that while it provides stability, it “doesn’t allow most Americans to build wealth in a way that grows their country.”
“Today, the system operates largely on a pay-as-you-go basis. Payroll taxes are used to pay current retirees, and the Social Security trust fund is invested primarily in U.S. Treasury bonds. In effect, workers lend money to the government and receive defined benefits in return.”
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BlackRock CEO Larry Fink said that Americans need to discuss ways to reform Social Security ahead of its insolvency. (Hollie Adams/Bloomberg via Getty Images)
He said that this could be accomplished by asking whether a portion of the system could be invested “carefully, broadly, and over decades” like other long-term pension systems.
“This would not mean privatizing Social Security or putting it all into the stock market,” Fink wrote. “It would mean introducing a measure of diversification, similar in principle to the federal Thrift Savings Plan, which manages retirement savings for millions of federal employees.”
“The goal would be to strengthen the system over time while preserving its core guarantees,” he added.
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Fink noted a bipartisan proposal from Sens. Bill Cassidy, R-La., and Tim Kaine, D-Va., that would create a new investment fund that operates parallel to the existing trust fund rather than replacing it while investing in a diversified mix of stocks and bonds to generate higher returns.
The proposal would require an initial investment of about $1.5 trillion and would be given 75 years to grow, and during that period the Treasury would continue covering Social Security benefits.
Once the fund matures, it would repay the Treasury and then supplement payroll taxes going forward to help close the gap between what the Social Security system takes in and what it pays out – while no one on Social Security or nearing retirement would see a change to their benefits.
Fink also noted that about six million Americans who are employed by state and local governments don’t currently contribute to Social Security and instead rely on public pension systems that invest in diversified portfolios.
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Other examples of alternative pension systems can be found overseas, with Australia’s superannuation system representing an approach that invests retirement contributions in the financial markets. Fink said that a “similar, carefully structured approach could be considered to strengthen Social Security.”
“I understand why any talk of changing Social Security makes people uneasy. Social Security is a core promise, and people rightly believe it should be honored. But under the current system, doing nothing could very well break that promise,” he said.
“Current projections show the trust fund won’t be able to pay full benefits by 2033. Many young Americans doubt they’ll ever fully see theirs,” he explained. “Addressing that gap will likely require multiple solutions. But thoughtful, long-term investing could be one of them.”
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An analysis by the nonpartisan Committee for a Responsible Federal Budget (CRFB) noted that when Social Security’s main trust fund reaches insolvency – which is projected to occur in 2032 – federal law requires benefits be cut to match revenue from payroll taxes, which would amount to a roughly 24% cut for beneficiaries.
Fink noted that his chairman’s letter two years ago was focused on rethinking retirement and generated criticism for suggesting that Social Security was in need of reforms. He acknowledged that the latest letter may do the same, but said it’s a conversation that needs to be had.
“In my 50 years in finance, if there’s one thing I’ve learned, it’s that the problems we don’t talk about are the ones that should worry us most. And that’s exactly why we need the conversation now – because the cost of waiting is only getting higher,” he said.
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