Netflix has lined up five sponsors for its live boxing match next month pitting veteran pugilist Mike Tyson and influencer-turned-fighter Jake Paul.
The streamer has inked deals with energy-drink brand Celsius, DraftKings Sportsbook, Experian, Meta Quest and beer brand Spaten (Brazil) as presenting sponsors for the fight and related programming. Magno Herran, Netflix’s VP of global marketing partnerships, made the announcement Monday at Variety‘s inaugural Content Meets Commerce Summit, presented by Kinesso, in New York.
The Paul-Tyson boxing match will stream live on Netflix from the AT&T Stadium in Arlington, Texas, on Nov. 15 starting at 8 p.m. ET. Netflix is teaming with Most Valuable Promotions (MVP) for the event, headlined by Jake “El Gallo” Paul (10-1, 7 KOs) versus Mike “Baddest Man on the Planet” Tyson (50-6, 44 KOs).
All five participating Netflix partners will be “seamlessly” featured throughout the Paul-Tyson livestream with logo placements and in-broadcast custom integrations, according to Herran. Throughout the four-day event – from open workouts and weigh-ins to the final fight – the sponsors’ logos will receive “organic” placements and the five brand partners also will engage fans with on-site activations, watch parties and custom social content.
The broadcast will feature Celsius’s “Essential Energy Highlight of the Fight,” which will showcase the best moments from the main events. The segment will run after each fight and feature the winning moments of the match. DraftKings Sportsbook will present a “Tale of the Bet,” an on-screen educational gambling segment that informs the audience about current betting markets and predictions (appearing only in the U.S.). Additionally, Meta Quest and Experian will present pre-fight segments featuring fighter bios, records and more.
On fight night, Celsius and DraftKings Sportsbook will have their logos directly on the mat (Celsius as the center logo partner and DraftKings Sportsbook in the corner positions) and Meta Quest, Experian and Spaten will be showcased on the ropes. Brand partners will also be present throughout the event, appearing on backdrops, ribbons and fight cards.
The Paul vs. Tyson match-up is part of Netflix’s small but growing live-programming slate, which has included the Netflix Cup golf and Netflix Slam tennis tournaments. In its biggest foray yet into live sports, Netflix acquired worldwide streaming rights to two NFL games on Christmas Day 2024 (Chiefs vs. Steelers and Ravens vs. Texans). In addition, Netflix will stream at least one holiday football game in 2025 and 2026 under the three-year deal.
The much-hyped fight between Paul, 27, and Tyson, 58, had been initially slated for July, but was moved to November after MVP announced a postponement due to Tyson’s need to recover from an ulcer flare-up.
Ahead of the Paul-Tyson fight, Netflix will premiere a three-part docuseries, “Countdown: Paul vs. Tyson,” promises a look at the training camps and provide “intimate access” to the two fighters. “Countdown” will debut its first two episodes on Nov. 7, with its third and final episode streaming on Nov. 12, three days before Paul and Tyson meet in the ring.
