Eli Manning stumbles to victory over brother Peyton in Kick of Destiny 3... but the real winner is FanDuel For its third instalment of the 'Kick of Destiny' Super Bowl ad campaign, FanDuel opted for a new tagline: 'May the Best Manning Win.'.
And while it turned out to be Eli who beat brother Peyton Manning in the promotional field-goal kicking contest, Sunday's real winner proved to be the sportsbook itself, which enjoyed a 19-percent increase in bets from Year 2 of the campaign.
The Kick of Destiny ads began running weeks earlier and centered on the farcical premise that Eli had once dreamed of becoming a place kicker rather than following his father Archie and older brother Peyton under center.
And with Eli picking up more than half of the 2 million Kick of Destiny wagers, over one million FanDuel customers received $10 in bonus bets, according to the sportsbook.
Unlike the first two campaigns, both of which culminated with live ads, this year's contest was moved to Fox's Super Bowl LIX pregame show and that footage was later re-edited into an in-game spot for FanDuel.
