Netflix Pitch Deck Reveals Cost of NFL Sponsorship

ADWEEK recently reported that Netflix will have five sponsorship packages for advertisers in its two upcoming NFL Christmas Day games. Now, it’s time to break down the Xs and Os of the deals, according to detailed information from the streamer’s pitch deck.

As part of its ad opportunities with the games, the company’s five sponsorship packages include sponsors for pre-game, post-game, halftime and two in-game opportunities.

According to buyers familiar with negotiations, Netflix sponsorships consist of a minimum of eight 30-second ad units, with each package coming in at more than $5 million. However, the various packages allocate units differently across the pre-game show, during the two games and in the two post-game shows, according to a detailed chart of information from Netflix’s NFL advertising pitch deck, seen by ADWEEK.

For instance, the pre-game sponsorship package includes two units in the pre-game show, three units in the first game and three units in the second game. Meanwhile, the post-game sponsorship package includes three units in the first game, three in the second game, one in the first post-game show and one in the second post-game show.

Netflix did not immediately return a request for comment. See details of the sponsorship packages below:

As ADWEEK previously reported, the sponsorships are initially available to the NFL’s “Big 8,” a group of eight protected sponsors, including AB InBev, Verizon, Visa, Gatorade, Pepsi, Lowe’s, Microsoft and a yet-to-be-decided audio partner.

The NFL’s Big 8 advertisers have until June 26 to confirm if they want to move forward with any of the sponsorship deals, according to buyers familiar with negotiations. Then, on June 27, other official NFL partners get the sponsorship opportunities before the offerings go out to the market.

For any brand to have an opportunity to buy an NFL unit for the games, advertisers have to purchase them as part of their TV upfront deals, according to buyers. Additionally, any prospective buyers must have a minimum of $500,000 in spending with Netflix outside of the NFL.

Pages: 1 2