Who really needs an advance? Jake Paul vs. Mike Tyson, Netflix’s first live sporting event, has been filled with Netflix promotion in its first hour of airing.

The main event started at 8pm EST on Friday, and almost immediately there was plenty of Netflix self-promotion. The first bit of entertainment before the first fight was a performance by “America’s Sweethearts” subjects, the Dallas Cowboys cheerleaders. Given that the fight takes place at AT&T Stadium in Arlington, Texas – home of the Cowboys – the synergy proved irresistible.

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The first bout on the main card was a super middleweight bout between India’s Neeraj Goyat and Brazil’s Whindersson Nunes. During the fight, it was revealed that Nunes has three comedy specials on Netflix, and Goyat made an appearance on the streamer’s “Ultimate Beastmaster: India.”

Between rounds of the Goyat and Nunes fight, a bunch of “Squid Game” guards were shown sitting together in the crowd, offering the announcer a chance to mention that the show was returning for a second season this winter.

During the fight between Mario Barrios and Abel Ramos, Ralph Macchio and William Zabka from “Cobra Kai” were shown sitting in the audience, as a new trailer for the series was shown.

The Netflix logo was inescapable everywhere, from images of the ring, the chairs, interstitial graphics and even the announcer’s note cards. Even the various announcers weren’t unaccustomed to making some puns about the streaming, including one who said, as the evening was about to begin, “It’s time for Netflix and Thrill!”

Netflix shared partnership space with many other brands, including highly visible advertising from Pepsi, Celsius, DraftKings, Meta Quest, Experian and more.

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