FanDuel plans to air its first Super Bowl ad in 2023, making it the latest sports betting platform to announce a Big Game commercial. 

FanDuel will work with Wieden+Kennedy, which it hired as its lead creative agency in 2021, on the spot. FanDuel has had a heavy presence in the NFL, but this is its first Super Bowl commercial. 

DraftKings also plans to air a Super Bowl commercial next year with an ad starring Kevin Hart. This will mark DraftKings’ third Big Game campaign. 

FanDuel was the only one of the three NFL sports book partners that didn’t air an in-game ad in the 2022 Super Bowl. Instead, the company focused its efforts on a pre-game push. It also aired ads in select local markets.

“The biggest moment of the year for us is right before kickoff, so I suppose, not unlike how candy companies would spend a lot of money during the month of October, it’s probably less effective for them to be spending the dollars while the people are out trick or treating on television,” Andrew Sneyd, FanDuel’s senior VP of brand marketing, told Ad Age at the time.

The sports betting landscape has been heating up. Newcomers have been looking to enter the marketplace, while others like MaximBet and FuboTV have shuttered their sports betting initiatives. 

Aside from DraftKings’ return to the Big Game, Caesars Sportsbook made its Super Bowl debut in 2022. The brand aired a 30-second spot during the second quarter, featuring actor and comedian J.B. Smoove playing Julius Caesar; actress Halle Berry as Caesar’s lover, Cleopatra; as well as Eli, Peyton, Archie and Cooper Manning playing themselves. 

Caesars Sportsbook has not yet provided details on if it will return to the game. 

Other brands that have announced Super Bowl plans include Avocados From Mexico, Molson Coors and Rakuten.