Netflix and AB InBev Form Global Marketing Partnership
Last update: September 22, 2025
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Netflix and Anheuser-Busch InBev (AB InBev) said the partnership will include campaigns tied to popular shows and major live events.
Netflix and Anheuser-Busch InBev (AB InBev) have signed a new global co-marketing partnership. The deal is designed to promote the streaming platform's most-watched titles while also advertising the brewer's portfolio of beers.
The partnership will include various campaigns linked to Netflix shows, such as the U.K. drama "The Gentlemen" and South Korea's "Culinary Class Wars." Additionally, the collaboration will feature limited-edition packaging and digital promotions. The companies have not disclosed the financial details of the agreement.
AB InBev, which produces popular beers like Budweiser, Stella Artois, and Corona, plans to advertise on Netflix's growing lineup of live shows. This includes the NFL's Christmas Day broadcast and marquee events like the 2027 Women's World Cup soccer tournament.
Netflix's increasing push into live sports has given the platform new avenues to attract advertising and sponsorship from global brands. The platform's advertising business, which launched about two years ago, now reaches more than 94 million users globally.
The ad tier is still in its early phases, but it is increasingly seen as a significant potential growth engine for the streaming company. The new partnership with AB InBev could serve as a model for future collaborations.
Marcel Marcondes, Global Chief Marketing Officer of AB InBev, highlighted the synergy between the two brands. He said, "Streaming is a social and shared experience — it's an occasion where beer and entertainment come together."
CBI News reports that the deal is a strategic alliance between a major streaming platform and a global beverage company, leveraging the audience of both to drive growth and engagement.
