AB InBev signs global marketing partnership with Netflix
AB InBev brands to feature across Netflix shows, live events, and global activations under new marketing partnership.
USA – Beverage giant AB InBev has entered into a global marketing partnership with Netflix that will make its beer brands title sponsors of Netflix programming and live events worldwide.
The deal also allows Netflix intellectual property (IP) to be used in live activations and product packaging across international markets.
The agreement will see leading AB InBev brands, including Budweiser, Stella Artois and Corona, integrated into Netflix titles and events in numerous regions.
According to AB InBev, the collaboration aims to enhance shared experiences around sports, food, music and comedy by combining beer and entertainment in innovative ways.
“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.”
Under the deal, AB InBev will work with Netflix on co-marketing campaigns across a range of global and regional titles, including “The Gentlemen” from the UK, “Brasil 70 – A Saga do Tri” from Brazil, and “Culinary Class Wars” from South Korea.
The partnership will involve consumer activations, title integrations, limited-edition packaging, digital promotions and other collaborative initiatives.
The two companies will also develop co-branded campaigns around Netflix live events. In Mexico, AB InBev’s Cerveza Victoria was recently a presenting sponsor for the Canelo vs. Crawford matchup.
AB InBev brands will also advertise during Netflix’s 2025 live NFL Christmas Game Day broadcasts and collaborate around major global sporting events such as the 2027 Women’s World Cup on Netflix.
“We’re always looking for creative ways to build our brand and connect with fans,” 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.”
The announcement follows AB InBev’s first-half 2025 results, which showed revenue declining 4.2% to US$28.6 billion due to unfavorable currency effects. Total volumes fell 2%, with beer volumes down 2.3% and non-beer volumes remaining flat.
AB InBev said it expects EBITDA growth for 2025 to align with its medium-term projection of 4–8%.
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