AB InBev, which makes Budweiser, Stella Artois and Corona beers, has formed a global marketing partnership with Netflix, described as a first-of-its-kind. Under the deal, AB InBev’s beer brands will serve as title sponsors for Netflix shows in multiple markets worldwide, as well as for major Netflix live events such as boxing matches, the NFL’s Christmas Day games, and the Women’s World Cup.
“We’re always looking for creative ways to build our brand and connect with fans, to keep fueling the fandom that comes from our great shows, thrilling movies, and can’t-miss live events,” said Marian Lee, Chief Marketing Officer at Netflix. “The popularity of our titles allows us to pierce the cultural zeitgeist in ways few others can, and a great partnership can make that even better. We are super excited about creating attention-grabbing campaigns with AB InBev that are just as unique, fun, and creative as the shows and movies they support.”
The collaboration goes beyond simple ad placements. It includes sponsorships of shows and live broadcasts, branded campaigns tied to Netflix events, product integrations within programming, and special edition packaging that transforms six-packs into collectible items. The partnership will also extend to campaigns connected to Netflix series like the UK drama The Gentlemen and South Korea’s Culinary Class Wars.
“Streaming is a social and shared experience – it’s an occasion where beer and entertainment come together,” said Marcel Marcondes, Global Chief Marketing Officer of AB InBev. “This partnership is an opportunity for our brands to create deeper experiences with consumers and more moments of cheers while they watch the content that shapes culture.”
Netflix’s expansion into live sports is opening fresh opportunities to secure sponsorships and ad dollars from major global brands eager to tap into large audiences. The deal also comes at a time when Netflix’s advertising tier has grown to reach more than 94 million users worldwide, just two years after its introduction. Though still relatively new, the ad-supported model is increasingly viewed as a key driver of the platform’s future growth.
