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] Sep 28, 2025; Bethpage, New York, USA; Team USA's Bryson DeChambeau reacts after hitting his approach on the 15th hole during the singles on the final day of competition for the Ryder Cup at Bethpage Black.](https://frontofficesports.com/wp-content/uploads/2026/03/USATSI_27197957_168416386_lowres-scaled.jpg?quality=100&w=1024)
![[Subscription Customers Only] Jun 15, 2025; Seattle, Washington, USA; Botafogo owner John Textor inside the stadium before the match during a group stage match of the 2025 FIFA Club World Cup at Lumen Field.](https://frontofficesports.com/wp-content/uploads/2026/02/USATSI_26465842_168416386_lowres-scaled.jpg?quality=100&w=1024)
![[Subscription Customers Only] Jul 13, 2025; East Rutherford, New Jersey, USA; Chelsea FC midfielder Cole Palmer (10) celebrates winning the final of the 2025 FIFA Club World Cup at MetLife Stadium](https://frontofficesports.com/wp-content/uploads/2026/02/USATSI_26636703-scaled-e1770932227605.jpg?quality=100&w=1024)
