Netflix faced heavy criticism from football fans on Wednesday after using social media influencer Alix Earle to promote its upcoming National Football League broadcast coverage. The streaming service shared a promotional advertisement across social media platforms featuring Earle and her sister Ashtin to push its gameday programming ahead of its season kickoff.
The commercial comes just over a week before Netflix launches its expanded sports rights package.
The advertisement was designed as a strategic crossover to promote two upcoming Netflix projects simultaneously. Along with the football coverage, the streaming platform is releasing a reality television show starring the influencer and her family, titled Earle Meets World, which premieres on Friday before next week's game.
Fan reaction to commercial
Football supporters expressed anger over the promotional clip, with many questioning why social media personalities were being integrated into professional sports broadcasts.
Direct quotes from social media users highlighted widespread frustration with the marketing campaign. "Yeah, whatever the NFL is doing to promote games? Do the opposite," one social media user wrote on X. Another commenter added: "Y'all can do better in marketing fgs." A third viewer described the clip as "awfully cringe."
Critical responses continued to flood the comment section following the release of the video. "Why is this woman being shoved down our throats?" asked another user. Spectators also questioned the agreement between the platform and the league, with one writing: "Giving Netflix rights was a mistake @NFL." An exasperated viewer added: "This is not how you make the NFL appeal to women."
Other social media users questioned the background of the sisters and why they were chosen for a television program. "Who are these people and why do they have a TV show?" one post asked. Another viewer offered a humorous perspective on the promotional push: "Netflix somehow turned a football game in Australia into a reality TV crossover event and I respect the chaos." One commenter noted that while the advert looked cringe, they "would rather listen to these two than Cris Collinsworth."
Commercial storyline and drills
In the commercial, former NFL player turned analyst Isaac Rochell attempts to coach Alix and Ashtin Earle through a series of football training drills.
During the first drill, Rochell attempts to throw the pigskin to Alix Earle, who is dressed in a San Francisco 49ers uniform and helmet. However, Alix is distracted while texting on her mobile phone. Ashtin Earle, suited up in a Los Angeles Rams uniform, leaps in front of her sister to make an interception.
The sisters incorporate multiple football puns into the comedy skit. When Rochell mentions conditioning, the sisters shake out their long locks, lightheartedly confusing physical training with hair care products. Meanwhile, Alix gets overly excited at the prospect of a social media post, getting ready to take a selfie instead of preparing for the passing play.
Netflix expansion into live sports
Netflix is expanding its sports broadcasting footprint this year after securing the broadcast rights to five regular-season NFL games. The deal includes a marquee doubleheader on Christmas Day.
The platform officially begins its live game coverage with a Week 1 matchup between the Los Angeles Rams and the San Francisco 49ers in Melbourne, Australia. The contest will stream live on Netflix on September 10 at 8:30 PM ET under the NFL Netflix Gameday banner.
Founded in 1997 and based in Los Gatos, California, Netflix is the world's leading subscription streaming service. The platform has increasingly invested in sports programming, following docuseries like Drive to Survive with live sports rights to expand its global subscriber base. The choice of Melbourne highlights the NFL's ongoing efforts to grow American football internationally.
The matchup between the Rams and 49ers brings one of the NFL's oldest rivalries to an international venue. Both California franchises compete in the NFC West division of the National Football Conference, making the Week 1 clash a key early-season game for both teams.
Earle family background and NFL links
Alix Earle, a skincare brand founder and social media personality, built a large following through online video content. Her sister Ashtin frequently appears alongside her in videos, leading to their family reality show Earle Meets World.
Alix is no stranger to the NFL, having previously dated New York Giants receiver Braxton Berrios. The couple broke up in December after two years together.
The skincare brand founder was also linked to another NFL icon earlier this year when she was spotted enjoying a flirtatious New Year's Eve with former quarterback Tom Brady. They were later spotted together at a Super Bowl party in San Francisco back in February, where the former NFL star and influencer danced the night away.
However, it appears her romance with the seven-time Super Bowl winner fizzled out as Earle swore off football players in a YouTube video shared in April.
