AB InBev has signed a global partnership with Netflix that will see its beer brands align with some of the streaming platform’s biggest titles and live events.
The brewer said the deal was “unprecedented in global reach and scale,” with activations planned across its international portfolio. The move aims to bring together beer and entertainment “through shared passions like sports, food, music, and comedy.”
“Streaming is a social and shared experience – it’s an occasion where beer and entertainment come together. 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,” Marcel Marcondes, global chief marketing officer at AB InBev, said.
Campaigns across flagship Netflix shows
AB InBev and Netflix will run co-marketing campaigns around some of the platform’s most popular titles, including UK-based The Gentlemen, Brazil’s Brasil 70 - A Saga do Tri, and South Korea’s Culinary Class Wars.
Planned activity includes title integrations, consumer activations, limited-edition packaging, and digital promotions.
The brewer of Budweiser, Corona and Stella Artois will also collaborate on Netflix’s expanding live events business. In Mexico, Cerveza Victoria was the presenting sponsor of the Canelo vs. Crawford fight, while AB InBev is confirmed as an advertiser for Netflix’s first live NFL Christmas Game Day in 2025.
Looking further ahead, the partnership will extend to major global sporting occasions, including the 2027 Women’s World Cup on Netflix.
Netflix CMO Marian Lee said the collaboration would create “attention-grabbing campaigns” around its films, series, and events.
“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,” she said.
“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.”