Entering the live sports scene, Netflix (NFLX, Financials) has guaranteed exclusive U.S. streaming rights for the 2027 and 2031 FIFA Women’s World Cup. From June 24th to July 25th, Brazil will host the 2027 competition; the host for 2031 is still unknown. This action demonstrates Netflix’s attempts to diversify its products and capitalize on the growing appeal of women’s sports.

With live match broadcasts in English and Spanish, studio programming, expert analysis and special films highlighting players and the development of women’s football, Netflix hopes to enhance the viewing experience. FIFA President Gianni Infantino praised the alliance and emphasized its importance for women’s sports and the World Cup.

With a year-to-date increase of 86%, Netflix shares are outpacing the S&P 500’s 24% gain. Analysts had mixed opinions: UBS raised its price target to $1,040 with a “Buy” rating; Oppenheimer set an “outperform” target of $1,065; Loop Capital raised its target to $950 but downgraded it to “Hold” due to valuation issues.

Aside from the World Cup, Netflix will broadcast two NFL games on Christmas Day with a halftime performance from Beyoncé and will premiere the second season of “Squid Game” on December 26th. These projects confirm Netflix’s leadership in the streaming sector by enabling viewer participation and increasing revenue sources.

This article first appeared on GuruFocus.