In what the companies are calling a first of its kind deal, Netflix and beverage giant AB InBev say they have inked a global marketing partnership, one that will make its beer brands title sponsors of Netflix programming and live events, while bringing Netflix IP to live activations and packaging around the world.
The deal will see AB InBev brands, which include Budweiser, Stella Artois and Corona, become title sponsors of Netflix shows in markets around the globe, and see them launch co-branded campaigns around Netflix live events like boxing matches, the NFL Christmas Day games, and the upcoming Women’s World Cup.
But what makes the deal so unusual is the global nature of it: Netflix now has an ad tier in a dozen countries worldwide, including across North America, Europe and Asia. For a global beverage company like AB InBev, that means the companies can partner on a global scale, while also customizing their efforts by market.
“AB InBev and Netflix are both unique in our scale — making the global reach of our partnership unprecedented,” says Marcel Marcondes, the global CMO for AB InBev. “We grow our brands with a focus on consumer-centricity, consistency, and cultural relevance, so Netflix’s service presents an opportunity for us to come together in an authentic way. Our partnership is multi-layered and will come to life through co-promoted shows, live events, limited-edition packaging, and more.”
“Global reach wasn’t just a priority — it was a non-negotiable. Our biggest hits don’t recognize borders. Money Heist didn’t stop in Spain. Lupin became a phenomenon from Paris to Portland. Senna traveled the world. And Squid Game? It resonated absolutely everywhere,” added Netflix CMO Marian Lee. “We needed a partner with the same scale and impact — one that operates globally but also understands the importance of showing up locally in meaningful ways. We have to know when Michelob Ultra is the perfect pairing for Full Swing and when Stella Artois can elevate a European drama like The Gentlemen.”
To that end, the partnership will not include title sponsorships of shows and ads during NFL games and live events, but also integrations into shows (when appropriate, of course), and custom packaging that turns a six-pack into a collector’s item. Lee suggests that the companies could even create custom products in the future.
“We know that there is a huge opportunity to build a culturally defining partnership together — one that takes shape in different markets, around different stories, and in ways we can co-create together. The ambition is exciting. The flexibility to shape it side-by-side is even better,” Lee says. “As Marcel describes their business, it’s not just about brewing beers; it’s about creating connections. For us, it’s the exact same thing. It’s not just about debuting titles; it’s about creating culture-defining moments for our fans.”
“Consumers helped bring us together. Consumer passion points — from sports to music, to comedy, and food — are areas where Netflix is delivering amazing original content and that also represent natural beer occasions, where our brands are already present, so it just makes sense that we make this partnership official and global in scale,” Marcondes adds. “Through this multi-year partnership with Netflix, we will continue to transform AB InBev from being an advertiser to an experience provider.”
The deal comes as Netflix continues to seek scale in its ads business, which now reaches more than 94 million users some two years after launching. The company believes it will become a significant driver of its business, though it is still seen as somewhat nascent. Though as the new deal underscores, Netflix is able to strike creative deals that other companies can’t quite match.