• by Wayne Friedman , December 16, 2024

For its biggest TV series so far -- “Squid Game” -- Netflix has signed on new major advertising partnerships for its upcoming second-season release.

The list includes Burger King (France), Domino’s (U.S.), Google (global), Xbox gGlobal), Johnnie Walker (global), Dos Equis XX (Mexico), Carl’s Jr. (Mexico), and Call of Duty (global).

Domino’s will feature TV commercials under its “Emergency Pizza” TV theme. In one spot, “Squid Game” players are featured, who get a break from the game action with a pizza delivery.

Duolingo, the free language learning company, shows the app’s Duo the Owl mascot seen in “Squid Game” familiar Pink Guard attire asking fans to “Learn Korean of Else.”

The popular video games franchise -- “Call of Duty: Black Ops 6” -- will get an integration with “Squid Game" starting next month.

TV messaging teasing the new messaging will run through Netflix’s high-profile Christmas Day games next week. The second season of "Squid Game" debuts December 26.

In its first season, “Squid Game” rocketed to become Netflix’s most-watched series to do with 2.8 billion global viewing hours, and 330 million viewers across 94 countries.

Netflix calculates total viewership based on 28 days following its premiere.

Johnnie Walker is starting up a global partnership featuring a limited run Johnnie Walker Black Label Squid Game Edition designed bottles -- to air in 26 countries and sold across 20,000 stores. TV commercials will feature the special bottle floating in the sky amid other familiar show images.

Industry forecasts estimate Netflix will earn $2.1 billion in advertising revenue this year -- growing to $3.2 billion next year and $5.3 billion by 2030.

In addition, the big streaming subscription video platform will also have new consumer product deals including Puma, riffing off the Squid Game iconic uniforms. Other clothing deals have been made with Crocs Footwear, and VandyThePink.