The Netflix Slam was more than a live sports broadcast — it was a global brand moment that united tennis, entertainment, and culture under one unforgettable event. Hosted at the Michelob Ultra Arena in partnership with MGM Resorts International, the exhibition match between Rafael Nadal and Carlos Alcaraz became a sold-out spectacle, drawing 9,500 attendees and a social reach exceeding 110 million.

I led the global creative, media, and partnership strategy across regions, managing a $7 million paid media budget spanning the U.S., Spain, and Latin America. Working cross-functionally with internal and external stakeholders, I unified marketing, publicity, and partner efforts to position The Netflix Slam as a flagship live event for the growing Netflix Sports brand.

Working with our Integrated Marketing team, our premiere partnership with La Roche-Posay (L’Oréal) served as a model for future brand integrations, featuring on-court signage, VIP hospitality activations, and a custom installation within the Netflix Sports Club that drew more than 900 VIPs, influencers, and athletes. The partnership achieved record-breaking satisfaction, with L’Oréal calling it “10 out of 10 – no notes” and green-lighting larger global collaborations.

I also oversaw regional extensions across Team Spain and Team Argentina, ensuring local resonance through culturally tailored campaigns — from influencer activations in Madrid to experiential stunts at the Argentina Open, where fans participated in live serve competitions tied to the event. Each market was supported by custom creative, localized paid media, and country-specific broadcast talent to maximize global engagement.

The campaign earned 27.6 million organic impressions pre-launch and 48,000 global mentions, trending multiple times in the U.S. and Spain (#ElSlamDeNetflix, #Nadal, #Alcaraz). Press coverage from Variety hailed it as “live tennis done right – and even better streaming marketing.”

Through meticulous creative orchestration, cross-functional collaboration, and brand partnership innovation, The Netflix Slam solidified Netflix Sports as a premium live-event destination — blending entertainment, sport, and storytelling on a global stage.