FanDuel is taking another shot at turning a celebrity field-goal stunt into Super Bowl magic, this time enlisting retired NFL quarterbacks and media personalities Peyton and Eli Manning for its latest campaign.
The sportsbook giant revealed that the two brothers will face off in a field-goal kicking contest during the highly anticipated “Kick of Destiny 3” Super Bowl ad, produced by Wieden+Kennedy.
A New Take on a Fan-Favorite Concept
The teaser for the campaign shows a playful sibling rivalry, with Eli Manning revealing his childhood dream of being a kicker and Peyton playfully mocking him. Reminscent of the 2023 film The Iron Claw, which focused on wrestling brothers, the commercial promises fun, nostalgia, and a competitive edge as the iconic brothers take the field in an entirely new capacity. Watch below:
FanDuel is also bringing back its signature contest, allowing users to pick their favorite Manning on its app. Those who choose correctly will share in $10 million worth of “bonus bets”—betting credits redeemable for future winnings.
Learning from the Past
FanDuel has attempted similar stunts in previous Super Bowls, both featuring former NFL tight end Rob Gronkowski. In 2023, Gronkowski’s live 25-yard kick aired during the third quarter and missed wide left, although FanDuel awarded the $10 million prize pool regardless.
The following year, the stakes were raised with a pregame kick where fans could wager on whether Gronkowski would succeed or fail. The campaign, however, faced a last-minute crisis when actor Carl Weathers, who played Gronk’s trainer in the ads, passed away days before the game, forcing the creative team to rework the campaign to include a tribute.
With a 35% share of the U.S. sportsbook market according to Ad Age, FanDuel is the first betting platform to confirm its 2025 Super Bowl ad buy. The “Kick of Destiny” campaign underscores its strategy of engaging fans through interactive, high-stakes promotions tied to its app.
The brand is banking on Peyton and Eli’s chemistry—and fans’ nostalgia for their football legacy—to create a memorable campaign. While previous attempts had their hiccups, the addition of the Mannings signals a recalibration that could finally hit the mark.
Super Bowl 2025 airs on February 9, and fans can start placing their bets on the Manning brothers’ showdown soon after the campaign’s official launch.
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