Gambling firm Fanatics Sportsbook is buying an ad in the Super Bowl for the first time that stars Kendall Jenner and that riffs in a self-depreciating way on the handful of NBA players the celebrity model has dated in her time.  

The ad, “Bet On Kendall,” explores the long-running internet joke that NBA players suddenly hit a “stress patch,” after dating Jenner, who is well known to TV audiences for her starring roles in “Keeping Up With The Kardashians” and its sequel “The Kardashians.” She also founded 818 tequila among other entrepreneurial pursuits.  

In the spot—a 30-second halftime unit and 90-second online video ad-- the so-called “Kardashian Kurse” is embraced by Kendall with a wink and a nod. And it turns out she’s been betting on it. And doing pretty well in fact.  

Throughout the ad her ex-basketball boyfriends are seen in portraits--with their faces scratched off.   

At the end of the spot Jenner is seen hopping on a private jet (“Thank you boyfriend three”), heading to San Francisco for the Super Bowl, and a possible dalliance with a “football boyfriend.” You see her about to place a bet on the game but it's unclear which team she’s putting her money on.  

Perhaps the funniest line in the spot comes at the very end where Jenner is seen relaxing in flight with a glass of champagne and pondering, “the Kardashian Kurse...It’s not even my last name.” 

The campaign is the first production from the recently launched Fanatics Studios, a joint venture between Fanatics and OBB Media. Bolded, OBB’s branded entertainment division, served as the creative studio.