Who really needs upfronts? The Jake Paul vs. Mike Tyson fight, Netflix’s debut live sporting event, was heavily infused with Netflix promotions during its first hour of broadcast.

The main event kicked off at 8 p.m. EST on Friday, and almost instantly, there was a surge of Netflix self-promotion. Before the first fight, the audience was entertained by a performance from the Dallas Cowboys cheerleaders, who were the subjects of the documentary “America’s Sweethearts.” This connection was particularly fitting as the fight took place at AT&T Stadium in Arlington, Texas, home of the Cowboys, making the synergy undeniable.

The opening match on the main card featured a super middleweight bout between India’s Neeraj Goyat and Brazil’s Whindersson Nunes. Throughout the fight, it was highlighted that Nunes has three comedy specials available on Netflix, while Goyat has appeared on the streaming platform’s “Ultimate Beastmaster: India.”

During the rounds of the Goyat and Nunes match, a group of “Squid Game” guards was spotted in the audience, allowing the announcer to mention that the series is returning for a second season this winter.

In the fight between Mario Barrios and Abel Ramos, Ralph Macchio and William Zabka from “Cobra Kai” were seen in the crowd, at which point a new trailer for the series was unveiled.

The Netflix logo was omnipresent, appearing in shots of the ring, the seating, interstitial graphics, and even on the announcer’s notecards. The commentators were also not shy about making puns related to the streaming service, with one stating, as the event was about to commence, “It’s time to Netflix and Thrill!”

Netflix shared promotional space with various other brands, including prominent advertising from Pepsi, Celsius, DraftKings, Meta Quest, Experian, and more.

Person

Jake Paul, Mike Tyson, Neeraj Goyat, Whindersson Nunes, Ralph Macchio, William Zabka

Company Names

Netflix, AT&T, Pepsi, Celsius, DraftKings, Meta Quest, Experian

Titles

America’s Sweethearts, Ultimate Beastmaster: India, Squid Game, Cobra Kai

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