The NFL's partnership with Netflix for the 2026 season was always going to be a big deal. But when the streaming giant dropped a promo featuring influencer sisters Alix and Ashtin Earle to hype the Week 1 opener, the reaction from fans was far from enthusiastic.
On September 10, the Los Angeles Rams and San Francisco 49ers will face off in Melbourne, Australia, at 8:30 PM ET, exclusively on Netflix. It's a historic game — the first NFL regular-season contest Down Under — but instead of focusing on the matchup, Netflix chose to spotlight the Earle sisters in a promo titled "Earle Meets World," which premieres this Friday.
The promo, which has already racked up three million views, features the sisters gearing up for "NFL Netflix Gameday." But many fans are questioning why the league and Netflix are pushing influencers to sell a football game.
"This makes me want to never renew my Netflix subscription again," one fan wrote on social media. Another added, "The NFL knows football fans will watch no matter what and therefore they can go after any other audience without losing any of their base. Hence this and the game being in Australia. Also it being broadcasted on Netflix. Sad."
The backlash continued with comments like "Honestly…who thought this was a good idea?" and "The product is so mid they need TikTok girls in helmets to sell a football game. NFL peak." Some fans even questioned the sisters' fame: "Who are these people and why do they have a TV show," and "I'm tired of mainstream media forcing people whose only talent is using their parent's money to get endless amounts of plastic surgery. Who thought this was a good idea and who made these people famous?"
This isn't the first time Netflix has leaned on celebrities to promote its sports coverage. The streamer recently brought in Kevin Costner for a Field of Dreams broadcast, and it has tapped Ryan Clark for a post-ESPN deal. But the Earle sisters, known for their TikTok presence, seem to be a step too far for traditional NFL fans.
Meanwhile, the actual game promises to be a compelling one. The Rams and 49ers are both contenders in the NFC West, and this early-season clash could set the tone for the division race. For fans who just want to watch football, the extra fluff is frustrating.
Netflix is clearly trying to expand its audience beyond the core NFL fanbase, and the Earle sisters have a massive following of their own. But as the reaction shows, alienating the existing fanbase is a risky move. Whether the promo will help or hurt viewership remains to be seen, but one thing's for sure: NFL fans are not shy about voicing their displeasure.
