Kendall Jenner flips the 'Kardashian Kurse' on its head in a witty Super Bowl commercial

The Kardashian-Jenner family captivates, provokes, and entertains.

From their reality TV reign to high-profile relationships, they’ve become synonymous with modern pop culture. But one theory has lingered in their orbit: the infamous “Kardashian Kurse (a play on their name and the word curse)”

Just in time for the biggest night in American sports, Kendall Jenner stepped into her first-ever Super Bowl commercial and did what the Kardashian-Jenner empire does best: she monetised the narrative.

In Fanatics Sportsbook’s viral ad titled “Bet on Kendall,” the supermodel leans into the long-running internet joke that dating her, or one of her sisters, spells doom for professional athletes.

Betting on the “Kurse”

“Haven’t you heard? The internet says I’m cursed,” Jenner jokes with a sly smirk, sipping tea poolside in the ad. She goes on to joke about the infamous theory that her ex-boyfriends, often NBA stars, hit a rough patch in their careers once they date her.

“While the world’s been talking about it, I’ve been betting on it. How else do you think I can afford all this... modelling!?” she teases, gesturing to her glamorous lifestyle.

In a montage dripping with luxury, Jenner reveals that she’s been using Fanatics Sportsbook to bet against her former flames. From a vintage sports car to a private jet, she credits “boyfriend three,” Jenner’s humour lands effortlessly.

“But today, it’s time to bet on something new: football players,” she declares as she jets off to Super Bowl 2026.

The ad left viewers buzzing, not just for its comedic bite but for its bold play on a long-running internet joke.

In true Kardashian-Jenner fashion, the ad has already sparked drama. One of Kendall’s ex-boyfriends, NBA star Devin Booker, couldn’t resist chiming in. After Jenner revealed on The Tonight Show that she’s betting $1,000,000 on the New England Patriots to win the Super Bowl, Booker took to Instagram to throw some shade.

The internet exploded!

Fans couldn’t help but notice the perfect twist of fate: Jenner’s most recent, non-athlete ex, Bad Bunny, will headline the Super Bowl halftime show.

Phoenix Suns star Devin Booker, one of Jenner’s high-profile exes, entered the chat with a playful jab on Instagram:

“I bet a million the Seahawks get that ring before you do @kendalljenner.”

To which Kendall replied:

“How’s the ankle?” referencing his recent injury.

Booker’s flirtatious “Come rub it” sealed the moment.

And suddenly, what could have been tabloid fodder became something else: two exes engaging in light-hearted banter, in full public view, without bitterness.

In a culture obsessed with messy breakups, that exchange felt… oddly healthy.

The “Kardashian Kurse”: Myth or sensationalism?

For years, the “Kardashian Kurse” has been a pop culture phenomenon, a conspiracy theory suggesting that men, particularly professional athletes, who date the Kardashian-Jenner sisters experience sudden career slumps, injuries, or personal turmoil.

While the theory is often dismissed as tabloid fodder, the internet loves a narrative, and the receipts have fueled its longevity.

Here are some of the most famous names linked to the so-called curse:

• Lamar Odom (Khloé Kardashian): The NBA star flourished early in his marriage to Khloé but faced addiction issues and a near-fatal overdose following their separation.
• Kris Humphries (Kim Kardashian): After his infamous 72-day marriage to Kim, Humphries became a target of ridicule, and his NBA career faltered.
• James Harden (Khloé Kardashian): Dated Khloé during a lacklustre season, though he’s since reclaimed his superstar status.
• Tristan Thompson (Khloé Kardashian): Cheating scandals and inconsistent play have overshadowed his time on the court.
• Reggie Bush (Kim Kardashian): Injuries and scandals plagued his career after their relationship ended.

The most powerful moment in the ad isn’t the private jet. It’s the title: Bet on Kendall.

Don't bet on the 'Kurse'. Don't bet against the ex. Bet on herself.

In reclaiming a meme that once painted her as toxic, Jenner reframed it as confidence. Strategy. Agency.

We can debate the myth. We can side-eye the million-dollar bet. We can enjoy the banter.

But one thing is clear: Love them or hate them, the Kardashians remain an undeniable force in entertainment, pop culture, and yes, even sports.

The ad has already gone viral, with fans and critics alike debating its implications. Some see it as a lighthearted take on a tired trope, while others argue it perpetuates the very narrative it seeks to undermine. The real genius, however, lies in its ability to spark conversation.