Netflix has entered live sports after a hiatus. The streaming behemoth has shown golf and tennis exhibitions in recent months. Mike Tyson vs. Jake Paul on July 20 will also air. Wrestling Entertainment's flagship show, “Raw,” will debut on Netflix next year.
Netflix's previous live sports ventures have raised questions about whether it will become a big live sports rights player. Another rights rival would be great, but it is unlikely to materialize soon.
Tag Garson, head of consultancy and marketing firm Excelsior Sports and Entertainment, said, “The discipline that they have shown about what they’re either creating or acquiring and not deviating from that has been fascinating to watch so far.”
Both last November's Netflix Cup, where Formula 1 drivers played PGA golfers in a match-play style, and the March 3 Netflix Slam exhibition match between Rafael Nadal and Carlos Alcaraz fitted seamlessly with Netflix's documentaries.
The Netflix Cup and Netflix Slam for “Point Break” featured stars from “Drive to Survive” and “Full Swing.” Netflix is making a documentary about Alcaraz for next year, even though “Point Break” is ending after two seasons.
Netflix’s third season of “Untold” began with Jake Paul’s ascension in boxing and the controversies that nearly wrecked his career. Netflix uses live sports as shoulder and support content for documentaries and programs, unlike most.
Everything they do has compelling plots. No matter the sports or entertainment category, Garson said. "The way they're doing it is also putting a high production value into Netflix distribution." Netflix vice president of nonfiction sports Gabe Spitzer has claimed in recent interviews that they have talked to every league and team but more about series and documentaries.
Netflix has shown it can produce elite sports league broadcasts without games. On Tuesday, the NFL introduced “Receiver,” a series that followed five wide receivers last season. “Quarterback” was Netflix's top 10 series worldwide for three weeks last year.
Netflix is also partnering with the Boston Red Sox and created several FIFA men's and women's world cup series. Netflix and Apple have comparable live sports agendas. Both are willing to bid for non-US rights.
The WWE deal gives Netflix Raw rights in the U.S., Canada, the UK, and Latin America, with more countries to be added when contracts expire. The major change is that Netflix will carry all WWE shows and specials outside the U.S., including WrestleMania and SummerSlam.
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