At the 2025 Mutua Madrid Open, Netflix reimagined sports sponsorship by transforming one of tennis’ most prestigious tournaments into a playground for entertainment. Instead of settling for logo placement, Netflix immersed fans in the worlds of its most talked-about series — from a tongue-in-cheek El Refugio Atómico “luxury bunker” stand, to Squid Game’s unmistakable pink guards roaming the stands, to a surprise Twitch broadcast takeover announcing the return of Stranger Things. Blending live, in-stadium theatrics with viral-ready online moments, the activation playfully disrupted the traditionally quiet culture of tennis. The result: a sponsorship that became a story in itself — proving that, for Netflix, the real win is creating experiences fans can’t stop talking about.