Netflix and AB InBev Form Global Brand Partnership for Cross-Promotion

Netflix has teamed up with AB InBev, the world’s largest brewer, in a groundbreaking global marketing partnership. This partnership is a big deal, with both companies calling it “unprecedented” in terms of its global reach and the scale of sponsorship activations across AB InBev’s massive portfolio of brands. While they didn’t spill the beans on the financial details, we do know that AB InBev spends over $7 billion each year on marketing its famous brands like Budweiser, Corona, and Stella Artois.

This new deal shows how Netflix is flexing its muscles to attract advertising dollars and how traditional broadcasters are finding it tough to compete with the streaming giant. In this exciting partnership, AB InBev will have the opportunity to create global campaigns in markets where Netflix offers advertising, while also tailoring those campaigns to suit specific brands and countries. They’ll get involved in cool stuff like customized experiences and promotions around specific Netflix shows and events.

The partnership will come to life across a range of Netflix’s top global and regional titles, like “The Gentlemen from the UK”, “Brasil 70 – A Saga do Tri from Brazil”, and “Culinary Class Wars” from South Korea. Get ready for consumer activations, title integrations, limited-edition packaging, digital promotions, and more!

And the fun doesn’t stop there—Netflix and AB InBev are teaming up for co-branded campaigns around Netflix live events, including a recent partnership with Cerveza Victoria for the Canelo vs. Crawford match-up in Mexico. They’re also gearing up for the NFL Christmas Gameday 2025. Plus, they’re getting ready to collaborate on some of the world’s biggest events, like the 2027 Women’s World Cup. That’s pretty cool, right?

Both companies are thrilled about this partnership. Marcel Marcondes, global chief marketing officer of AB InBev, says, “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.” And Marian Lee, CMO at Netflix, thinks it’s a fantastic opportunity to connect with fans in creative ways and enhance the fandom around their shows and movies. Looking forward to seeing what they come up with next!