AB InBev and Netflix announce global content-marketing partnership

New Delhi: Global brewer AB InBev and streaming giant Netflix have announced a wide-ranging global partnership. 

The collaboration brings together AB InBev’s portfolio of beer brands with Netflix’s entertainment ecosystem, creating cross-platform activations.

The two companies said the partnership builds on their shared role of bringing people together through sports, food, music and comedy. Fans of legal drinking age will see joint campaigns designed to enhance viewing occasions and tie beer brands to Netflix’s cultural moments.

“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.”

Under the partnership, AB InBev will collaborate with Netflix on co-marketing campaigns tied to 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. Executions will range from consumer activations and title integrations to limited-edition packaging, digital promotions and more.

The collaboration also extends to Netflix’s slate of live events. In Mexico, AB InBev’s Cerveza Victoria was recently a presenting sponsor of the Canelo vs. Crawford fight. Later this year, AB InBev will advertise during Netflix’s live NFL Christmas Gameday 2025. The two companies have also signalled future collaborations around marquee global events, including the 2027 Women’s World Cup, which Netflix will carry.

“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. “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.”