Netflix’s second edition of live NFL action is already paying off, with the streaming giant announcing it has sold out all available in-game advertising inventory for its two Christmas Day matchups in December.
The company confirmed the sellout in a Wednesday update highlighting advertiser interest across its 2025-26 content slate. The NFL games, part of a broader push into live sports programming, will feature sponsorships and integrations from brands including Accenture, FanDuel, Google and Verizon.
Netflix said the partners have signed on for both in-game placements and broadcast features surrounding the highly anticipated holiday doubleheader.
Netflix will again broadcast NFL football Christmas Day for the second-time ever. The action returns with two marquee games that will showcase NFC division rivals facing-off: The Dallas Cowboys vs. Washington Commanders, and Detroit Lions vs. Minnesota Vikings. CBS Sports will produce the games, with NFL Media producing the pre, post, and studio halftime programming.
Last year, Netflix streamed its first-ever NFL Christmas Gameday with the Chiefs defeating the Steelers 29-10 and the Ravens dominating the Texans 31-2. The showdowns are the two most streamed NFL games in U.S. history, with an average audience of more than 26.5 million viewers in the U.S., and over 30 million viewers globally
And it’s not just the NFL that’s drawing dollars. Netflix also announced DoorDash as the presenting sponsor for the upcoming 2025-26 season of WWE Raw, another live property the streamer is banking on to broaden its appeal.
These deals come as the company touts momentum for other tentpole programming, including the final season of Stranger Things and new installments of Bridgerton, Emily in Paris, Nobody Wants This and Running Point. The slate also features new titles such as an untitled Will Ferrell golf series.
In addition to locking down sponsorships, Netflix is touting advancements to its ad product. The Netflix Ads Suite, first unveiled in May, is giving marketers expanded data capabilities, new measurement tools and creative formats designed to increase brand impact.
With two months still to go before kickoff, the sellout of December’s in-game ads may signal a broader trend: in the streaming era, the combination of premium sports rights and robust ad tech is quickly becoming one of the hottest plays in media.
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