Netflix is Reportedly Charging Advertisers $2 Million to Sponsor its First Live Sports Event




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Golf Ball closeup

If you want to get your name plastered all over Netflix’s first “live sports” event, it’ll cost you.

It will cost advertisers $2 million to have their company’s name show up during the inaugural Netflix Cup, a golf tournament made up athletes featured in other Netflix shows, according to Bloomberg. The report also noted that advertisers will also need to commit to spending $2 million on commercials for its ad tier.

The Netflix Cup sponsorship marks the latest example of how the streaming giant is taking the ad business seriously. The company said earlier this month that it had 15 million monthly active users on its cheaper ad-tier, sending a message to advertisers about its reach.

Unlike other live sports events on streaming, whether it’s Apple TV’s MLS package or YouTube TV’s NFL Sunday Ticket, this isn’t an official game. Netflix is tapping drivers profiled in its show, Formula 1: Drive to Survive, and golfers from its Full Swing documentary series, and pairing them up for a match play golf tournament held at the Wynn Golf Club in Las Vegas.

The Netflix Cup will stream live on Tuesday, November 14 at 3 p.m. PT/6 p.m. ET.

Competing athletes currently include Formula 1 drivers Alex Albon, Pierre Gasly, Lando Norris and Carlos Sainz. On the golf side, the roster features Rickie Fowler, Max Homa, Collin Morikawa, and Justin Thomas.

Netflix stands out because it hasn’t pursued a deal with a major league like some of its rivals. It comes at a time when services like Max and Peacock tout their live sports offering as a differentiator. But Netflix, which is the largest subscription streaming service, doesn’t feel the pressure to compete.

“We are in the sports business,” Netflix co-CEO Ted Sarrandos said last month during its earnings conference call, noting that the company focuses on “where the drama is,” and relying on programs like documentaries or specials that profile a sport or high-profile athletes like Michael Jordan or David Beckham. He noted that there were no plans to bring in more traditional live sports, but that the company was investing in its service to provide a better platform for live events.

A spokesman for Netflix wasn’t available to comment on the cost of sponsorship for the Netflix Cup.

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