Netflix is facing backlash from football fans over a recent advertisement promoting its upcoming NFL coverage, which features social media influencer Alix Earle. The ad, designed to cross-promote both the NFL games and Earle's upcoming reality show, "Earle Meets World," has been labeled "cringe" and criticized for its perceived lack of relevance to traditional NFL audiences.
The streaming giant is set to broadcast five NFL games this season, including a Christmas Day doubleheader. Its coverage begins in Week 1 with a game between the Los Angeles Rams and the San Francisco 49ers in Australia. To build anticipation, Netflix released a commercial featuring Alix Earle and her sister, Ashtin, attempting football drills under the guidance of former NFL player Isaac Rochell. The commercial highlights a playful, somewhat disconnected interaction, with Alix Earle distracted by her phone and mistaking football terminology for hair care.
Many fans took to social media to express their disapproval, questioning the decision to involve social media personalities in NFL marketing. Comments ranged from suggestions that the NFL should do the opposite of Netflix's marketing strategy to direct criticism of the ad's execution. Some users expressed confusion about Earle's prominence, asking why she was "being shoved down our throats," while others questioned the overall marketing approach for appealing to new demographics.
Alix Earle has prior connections to the NFL, having previously dated New York Giants receiver Braxton Berrios and being linked to former quarterback Tom Brady. However, she recently stated in an April YouTube video that she was stepping away from relationships with football players. Her upcoming reality show, "Earle Meets World," is scheduled to premiere on Netflix before the first game broadcast.
