Sportsbooks Shift Strategies for Super Bowl Ads

FanDuel, BetMGM, and Fanatics take different approaches to advertising during the Big Game

Feb. 4, 2026 at 4:15pm

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Sportsbooks are changing their approach to advertising ahead of Super Bowl Sunday, with FanDuel, BetMGM, and Fanatics Sportsbook all taking different strategies. FanDuel will not air a traditional Super Bowl ad, instead running a weeklong campaign that concludes with an ad near the end of the pregame show. BetMGM is sitting out of the advertising war entirely, focusing on acquiring 'higher-value players' rather than targeting a national audience. Fanatics Sportsbook, on the other hand, purchased its first-ever Super Bowl advertising slot for a campaign featuring Kendall Jenner.

Why it matters

The shifting strategies of sportsbooks highlight the evolving landscape of sports betting advertising. As the market has become more saturated, sportsbooks are seeking new ways to stand out and reach their target audiences, whether that's through unconventional ad placements, celebrity endorsements, or forgoing the Super Bowl altogether.

The details

FanDuel, the leader among U.S. sports betting operators, is taking a new approach to its Super Bowl advertising. After showcasing its brand during ad spots in three consecutive Super Bowls, the Flutter-owned sportsbook is running a weeklong campaign that will conclude with an ad near the end of the Super Bowl pregame show. BetMGM is sitting out of the advertising war entirely, focusing on acquiring 'higher-value players' as opposed to targeting a national audience. Fanatics Sportsbook, on the other hand, purchased its first-ever Super Bowl advertising slot for a 'Bet on Kendall' campaign featuring Kendall Jenner.

  • The full 90-second version of the Fanatics Sportsbook advertisement was released online on January 27, 2026, more than a week before the Super Bowl.

The players

FanDuel

The leader among U.S. sports betting operators, owned by Flutter Entertainment.

BetMGM

A major U.S. sports betting operator that is sitting out of the Super Bowl advertising war.

Fanatics Sportsbook

A sportsbook that purchased its first-ever Super Bowl advertising slot for a campaign featuring Kendall Jenner.

Kendall Jenner

A model and media personality who is featured in the Fanatics Sportsbook 'Bet on Kendall' campaign.

Matthew Bakowicz

Heads the sports management program at American University and previously managed sportsbook operations for DraftKings.

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What they’re saying

“Advertisements are switching a little bit in the sports-betting world because they've already captured a vast majority of the market.”

— Matthew Bakowicz, Head of Sports Management Program, American University

“We've found that the moments leading up to kickoff are when fans are most engaged. A pre-kick approach lets us show up at a moment that feels more intentional and less crowded, while still reaching one of the largest audiences of the year.”

— Mike Raffensperger, President of Sports, FanDuel

“If you really want to try to win the Super Bowl and create the most chatter and break the internet ... you need to drop early, and you need to ramp up. You want to lean into the new media era and social media era that we live in.”

— Michael D. Ratner, Founder and CEO, OBB Media; CEO, Fanatics Studios

What’s next

The sportsbooks' strategies will be closely watched to see how their approaches perform in terms of generating buzz and reaching their target audiences during the Super Bowl.

The takeaway

The shifting strategies of sportsbooks for Super Bowl advertising highlight the evolving nature of the sports betting industry. As the market becomes more saturated, sportsbooks are seeking new and innovative ways to stand out and connect with consumers, whether that's through unconventional ad placements, celebrity endorsements, or forgoing the Big Game altogether.