Netflix has secured two new brand partnerships for its forthcoming Will Ferrell golf comedy series The Hawk, which premieres on 16 July 2026. Mike's Hard Lemonade and the car brand Genesis have both launched tie-in campaigns ahead of the show's debut, building on earlier promotional buzz generated by a SKIMS campaign featuring Ferrell in character. The deals illustrate how Netflix is increasingly using its original titles as vehicles for cross-promotional marketing.

The Hawk stars Ferrell as Lonnie Hawkins, a once-successful golfer clinging to hopes of a comeback. The Mike's Hard Lemonade campaign pokes fun at golf's staid traditions and features Luke Wilson's character, Golden Fisk, alongside co-branded retail products and a merchandise sweepstakes. The Genesis campaign centres on Jimmy Tatro's character, Lance Hawkins, Lonnie's son, seeking calm in the cabin of a Genesis GV80. Netflix marketing executive Magno Herran said both brands used the show as "permission" to try something new — comedy for Genesis and golf for Mike's Hard Lemonade.