The Moment
The “Kardashian curse” just got the Super Bowl treatment, and the sisters are very much in on the joke.
In a new Super Bowl spot for Fanatics Sportsbook, Kendall Jenner leans straight into the long-running internet theory that men who date the Kardashian-Jenner women see their careers wobble. In the ad, she struts through a mansion, sips tea, torches old basketball jerseys, and dryly explains that her NBA exes tended to hit a “rough patch” after dating her. Then she delivers the kicker: she’s done betting on basketball players and is moving on to football.
Not to be outdone, Kim Kardashian and Kylie Jenner hopped onto Instagram Stories and turned the “curse” into a family bit. Both posted screenshots of bets backing the Seattle Seahawks in Sunday’s big game, joking that by betting on the same team, at least one of them has to “break” the curse.
Kim’s screenshot showed a tiny 69-cent stake with an eye-popping possible payout written across it, with her commentary layered on top: she’s out to prove the curse isn’t real “because one of us will win.” Kylie reposted the same Seahawks bet, teasing that she might have copied Kim – a playful nod to their sister Kourtney’s old complaint that Kim “copied” her Italian wedding vibe.
So yes, the sisters just bundled internet hate, family drama, and sports betting into one glossy Super Bowl storyline. Peak 2020s culture.
Kim Kardashian and Kylie Jenner take on ‘Kardashian curse’ after Kendall’s Super Bowl ad https://t.co/hGLtmGJNDx pic.twitter.com/87rnX8HmXz
— Page Six (@PageSix) February 8, 2026
The Take
I’ll say it: this is one of the savvier things the Kardashian-Jenners have done in a while.
For years, the “Kardashian curse” has been used as a lazy way to blame women for men’s bad seasons, bad choices, and bad PR. Player gets injured? Must be his girlfriend’s fault. Team misses the playoffs? Clearly, her contour was too strong. It’s absurd, but it sticks, especially to women who are already lightning rods.
So what does Kendall do? She cashes it out. Literally.
By making herself the narrator of the joke in a massive Super Bowl ad, she flips the power dynamic. Instead of being whispered about on Reddit threads, she’s tossing jerseys into a fire pit and thanking exes for the private jet. It’s not just self-deprecating, it’s strategic: if you turn the punchline into a paycheck, are you still the one being laughed at?
Kim and Kylie piling on with their Seahawks bets only underlines the playbook. They’re saying, “Fine, we’re cursed. Watch us turn it into content and a brand partnership.” It’s like watching someone turn a one-star Yelp review into a billboard for their restaurant. If you can’t outrun the narrative, you put it on a T-shirt and sell it back to people.
Does that mean the “curse” conversation magically disappears? No. There’s still something uncomfortable about how quickly people blame women for men’s career dips, especially when those men work in brutal, injury-heavy sports. But by dragging the idea into the light – in a swimsuit, on a jet, with a betting slip – the sisters are at least forcing everyone to admit how ridiculous it is.
And let’s be honest: when a family is this media-trained, nothing makes it onto a Super Bowl screen by accident. This is image control mixed with tongue-in-cheek humor, poured over a very expensive ad buy.
Receipts
Confirmed:
- Kendall Jenner stars in a Fanatics Sportsbook Super Bowl commercial where she jokes, “Haven’t you heard? The internet says I’m cursed,” and references several basketball-playing exes whose careers hit “a rough patch” after dating her. In the ad, she tosses a lit match into a bin of jerseys, walks through a mansion of ex-boyfriend portraits, and thanks them for luxuries like a pool, sports car, and private jet.
- In the same commercial, Kendall says she’s “betting on something new. Football players,” and closes with, “The Kardashian curse – it’s not even my last name.”
- Kim Kardashian shared an Instagram Story screenshot of a Fanatics Sportsbook-style wager on the Seattle Seahawks, showing a 69-cent stake with a huge potential payout graphic and the caption that she’s proving the curse isn’t real because “one of us will win.”
- Kylie Jenner reposted the Seahawks bet on her own Instagram Story, joking that she might have copied Kim by betting on the same team, and referencing Kim and Kourtney’s past tension over Italian wedding locations.
- Kendall’s dating history has included multiple NBA players – such as Devin Booker, Ben Simmons, Jordan Clarkson, and Blake Griffin – as well as non-athlete ex Bad Bunny, who is slated to perform around the Super Bowl festivities, as reported in coverage of the ad and her past relationships.
Unverified / internet lore:
- The so-called “Kardashian curse” itself. It’s an online theory, not a documented cause-and-effect, that male partners of Kardashian-Jenner women experience professional setbacks because of the relationship.
- Any claim that the sisters actually affect game outcomes or players’ careers. That’s speculation, not fact.
Backstory (For Casual Readers)
If you haven’t been keeping a spreadsheet of Kardashian boyfriends, here’s the short version. For over a decade, people online have joked there’s a “curse” on men who date the Kardashian-Jenner clan, especially athletes whose stats dip or who get injured after going public with a sister. Kendall, in particular, has quietly dated several NBA players and has mostly avoided addressing the commentary. Meanwhile, Kim and Kylie have built huge beauty, fashion, and lifestyle empires – and a reputation for turning even their messiest family drama into meme-worthy content. From Kourtney vs. Kim over Italian weddings to the endless jokes about their exes, this family has heard it all.
What’s Next
Short term, all eyes will be on Sunday’s game – not just for the score, but to see if the Seahawks win and give Kim and Kylie even more ammo to joke about “breaking” the curse. You can already picture the post-game Stories if their bet cashes, even symbolically.
On the brand side, if this Fanatics Sportsbook ad hits the way it’s clearly designed to, don’t be surprised if we get follow-up content: behind-the-scenes clips of Kendall filming, expanded spots that play off the football-player line, or even more tongue-in-cheek references to her dating history.
The bigger question is whether this move shifts how people talk about the family’s impact on the men they date. Does putting the “Kardashian curse” in a glossy commercial make it feel sillier and less harsh – or does it cement the myth forever by turning it into part of their official story?
Either way, the sisters just reminded everyone that in their world, even bad press can be rebranded into a Super Bowl storyline and a betting slip.
Your turn: When a celebrity family jokes about a negative stereotype like this, do you feel like it takes the sting out of it, or does it just keep the label alive?
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