Robert Kraft Responds After Kendall Jenner Backs Patriots, Stars in Fanatics Super Bowl Commercial
New England Patriots owner Robert Kraft sent a message to Kendall Jenner after the supermodel revealed she’s backing the New England Patriots to win Super Bowl LX on the Jimmy Fallon Show.
Jenner even called her friend, Tom Brady, to get some insight and advanced stats from both teams before making her pick official. After hearing Brady’s analysis for both the Patriots and the Seattle Seahawks, Jenner gave Fallon her pick.
“I feel like I’m going to go with my gut here,” Jenner said. “I’m going to go with the underdog, and I feel like I’m going to go Patriots.”
Jenner’s Super Bowl pick got the attention of Kraft, who is hoping to reward the supermodel by winning the franchise’s seventh Lombardi Trophy.
“Kendall, I just heard you put your money on us to win this Big Game,” Kraft said in a video released on the Patriots’ official X account. “And you know what? I don’t believe that thing about the Kardashian curse.
“We’ve been underdogs plenty of times, and we’ve done ok. Let’s do it together.”
Jenner Starred In Fanatics Sportsbook’s First-Ever Super Bowl Ad
Kraft’s video follows a historic appearance for Jenner in the first-ever Super Bowl ad from Fanatics Sportsbook, which debuted online earlier this week. The new spot, titled “Bet on Kendall,” marked an unusual approach compared to traditional athlete and celebrity endorsements that offered quick cash and dreams of winning big.
“We very much have a challenger mindset, very entrepreneurial, and we’re thinking about how we can build differently,” says Selena Kalvaria, chief marketing officer at Fanatics Betting and Gaming, during a recent interview. The goal is “to bring something different to market.”
Instead of leaning solely on football stars or male celebrities, the 30‑second Super Bowl commercial spot focuses on the long‑running internet lore about the so‑called “Kardashian Curse”.
The commercial shows Jenner living a luxurious lifestyle with a vintage car and private jet, joking that her wealth isn’t just from modeling, but from cleverly betting on her exes’ misfortunes with Fanatics Sportsbook.
“While the world’s been talking about it, I’ve been betting on it,” she quips in the ad.
Fans will be encouraged to “Bet on Kendall” as Jenner makes her Super Bowl picks. “We definitely see this as a bigger world and not just one spot,” says Kalvaria.
Perhaps most notably, Jenner, Brady, and Kraft are all affiliated with Fanatics founder Michael Rubin and have frequently attended his annual White Party.
According to recent reports, Super Bowl betting is expected to be down 2% in 2026, but Fanatics hopes its promotional push will move the needle on its betting handle.
Fanatics, Jenner Have Already Scored With Super Bowl Ad
Whether you believe in curses or coincidence, the timing is hard to ignore.
Jenner has turned internet mythology into a Super Bowl storyline, Kraft has leaned into the moment with a wink, and Fanatics Sportsbook has successfully planted itself right in the middle of pop culture and football’s biggest stage.
If the Patriots actually make a run, this clip will age like gold — and if they don’t, the “Kardashian Curse” debate will only get louder.
Either way, Kendall Jenner and Fanatics have already won the week.
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