Brands Are Pivoting as WWE Raw Takes Netflix Spotlight from 'Squid Game 2'

WWE has finally ventured into streaming services on a scale never before seen with the debut of its Monday Night Raw program on Netflix. 

And brands are jumping on the hype train by taking part in its new ring mat, pivoting from "Squid Game 2," which has been dethroned from its top spot in the U.S. 

Last January 6, fans were quick to point out that the new black ring mat was adorned with sponsor logos from some of the show's biggest partnerships.

Prior to Raw, the new ring mat was already posted by X account Wrestle Ops, who speculated that it would make its debut in Raw Netflix.

Ahead of SmackDown there was a black ring mat out in the ring which had the following logos on it, presumably will be used for RAW on Netflix:

• Fortnite (in the middle)
• Riyadh Season
• Hulk Hogan’s ‘Real American Beer’
• Cricket
• Netflix
• Snickers

(📸: @gbates5533) pic.twitter.com/0wioFhVbQw

— Wrestle Ops (@WrestleOps) January 4, 2025

The move marks a shift in WWE's approach to brand integration, transforming the wrestling ring itself into an avenue for advertising.

However, this wasn't the first time the promotion dabbled in branded ring mats.

Last year, Logan Paul and KSI's energy drink Prime became the first-ever brand to adorn the ring mat on one of the biggest events in 2024, WrestleMania 40.

There's no question that this venture gives brands more visibility and audience engagement that will increase awareness and recognition, with Raw's viewership on the streaming platform expected to grow.

Branding agencies can help businesses capitalize on opportunities like these by crafting integration strategies that align with their identity, ensuring their presence feels authentic while maximizing audience engagement in high-visibility spaces like WWE's branded ring mats.

Raw Dethrones 'Squid Games 2'

After leading the top 10 list for over two weeks, the Korean-thriller "Squid Game 2" was finally dethroned in the U.S. by Monday Night Raw, which now takes the #1 spot. 

With a runtime of 183 minutes, the WWE program brought back some of its most popular wrestlers to celebrate the colossal debut on Netflix, including The Rock, John Cena, Hulk Hogan, and The Undertaker.

It remains unknown whether the show will get to sustain the momentum of its record-breaking debut. 

However, according to WWE CCO Paul "Triple H" Levesque, the company is expecting to witness a rise in viewership while retaining its current fanbase. 

New Monday Night Raw episodes will air on Netflix every Monday at 5 p.m. PT.

Meanwhile, fans of AEW were left angered over ads during the premiere of Dynamite on MAX.