As co-CEO Ted Sarandos said in October, Netflix is now “in the sports business” — and with that territory comes more extensive work with advertisers.
The streamer is charging $2 million to sponsor its first live sports event, the Netflix Cup, according to Bloomberg. The event won’t have any commercials, but that payment will cover companies having their names posted around the golf course.
Any advertiser that joins in for the Netflix sports crossover golf event will also have to commit to spending $2 million on the streamer’s ad-supported tier; Netflix recently announced that the tier has 15 million users one year after launch.
The Netflix Cup will bring together professional golfers and Formula 1 drivers — the stars of Netflix’s “Full Swing” and “Drive to Survive,” respectively — for a live golf event in the vein of Warner Bros. Discovery’s “The Match.” It will air on Nov. 14.
If the event is a success with viewers and advertisers, Netflix could lean further into live sports — a space it has largely avoided.
The streamer is reportedly considering exclusively streaming a future Jake Paul boxing match; Paul was the subject of a Netflix sports documentary that aired this summer as part of the “Untold” series.
![[US, Mexico & Canada customers only] Jan 25, 2026; Taipei, TAIWAN; Alex Honnold free solo climbs Taipei 101.](https://frontofficesports.com/wp-content/uploads/2026/01/USATSI_28081468_168416387_lowres-scaled.jpg?quality=100&w=1024)
