AB InBev, Netflix announce global brand partnership

United States – AB InBev and Netflix have entered into a multi-year global partnership that links the brewer’s portfolio of beer brands with Netflix programming and live events. The companies described the collaboration as notable for its worldwide scope and range of planned marketing initiatives.

According to the announcement, the partnership is aimed at combining the shared appeal of beer and entertainment to reach legal-age audiences through sports, food, music, comedy and other cultural moments. 

Co-marketing campaigns will feature AB InBev products alongside a selection of Netflix titles, including The Gentlemen from the UK, Brasil 70 – A Saga do Tri from Brazil and Culinary Class Wars from South Korea. Planned efforts include consumer activations, on-screen integrations, limited-edition packaging and digital promotions.

“Streaming is a social and shared experience — it’s an occasion where beer and entertainment come together,” said Marcel Marcondes, global chief marketing officer at 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.”

The arrangement also covers Netflix live events. In Mexico, AB InBev’s Cerveza Victoria was a presenting sponsor of the recent Canelo vs. Crawford boxing match, and the brewer will advertise during Netflix’s live NFL Christmas Gameday in 2025. 

The companies said they plan to work together on major occasions such as the 2027 Women’s World Cup, which Netflix intends to stream.

“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. 

She added, “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.”