Netflix will broadcast the 2027, 2028 and 2029 editions of Ibai Llanos’s event. The move from Twitch changes where its community comes together and prompts brands to review how they want to get involved.
Ibai Llanos in the official image announcing La Velada del Año on Netflix. Source: Netflix.
Three editions and a change of platform
On 19 October, Netflix announced a deal to broadcast La Velada del Año for the next three years. FórmulaTV’s coverage confirms that the 2027, 2028 and 2029 editions will be streamed live and exclusively on the platform.
Launched in 2021, the format combines boxing matches between content creators with live music performances. Until now, it had been broadcast mainly on Ibai Llanos’s Twitch channel; in 2026, it expanded its distribution to YouTube and TikTok. The seventh edition will mark the start of its Netflix run.
The move to Netflix opens a new chapter for brands looking to connect with La Velada and its stars.
Sport, music and creators at one event
At ÉxitoTV, we start by asking what kind of relationship a brand wants to build with this audience. It may want to associate itself with the show, work with one of its participants or launch a campaign around the conversations it sparks. Each approach needs its own budget and rights.
For brands in Spain and Catalonia, planning helps focus the campaign on their market and combine a presence at the event with activity aimed at their customers.
Sponsorship, ads and content need different agreements
Before committing a budget, a brand should get written confirmation of where it will appear, for how long and what it will be able to reuse afterwards. A presence at the venue, an appearance in the broadcast and the use of a participant’s image are separate matters that each need to be agreed.
Permissions for clips and highlights should also be specified. If a campaign depends on reusing a moment from the live broadcast, that use must be covered by the agreement; a video being available online is not enough.
What to prepare before agreeing a campaign
Our recommendation is to define the objective and measurement first. If the goal is awareness, brands need to agree how their exposure will be measured. If they are looking for visits or enquiries, they need creative assets and a destination page that allow that response to be tracked.
The next step is to compare the full cost: presence, production, rights and additional distribution. A brand may need several pieces of content to tell its story before and after the event, rather than concentrating its entire budget on a single appearance.
If you are considering a streaming campaign, ÉxitoTV can help define its role within your media plan and the production it needs. Explore our advertising on digital platforms service.
Sources · 19 October 2026: Netflix · deal announcement · FórmulaTV · live and exclusive coverage from 2027. Accessed on 20 October 2026.
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