Netflix teams with AB InBev in "unprecedented" marketing partnership

Netflix Inc and Anheuser-Busch InBev NV on Monday said they have agreed a brand partnership to pair beer brands with Netflix titles and live events.

The Los Gatos, California-based streaming service said the partnership with Leuven, Belgium-based brewer was "unprecedented in the global reach and scale of activations" across AB InBev's brands.

"Streaming is a social and shared experience — it's an occasion where beer and entertainment come together," said AB InBev Chief Marketing Officer Marcel Marcondes.

"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."

Netflix said it will collaborate with AB InBev on co-marketing campaigns across its global and regional titles. The partnership will include consumer activations, title integrations, limited-edition packaging and digital promotions.

The two companies will also partner on branded campaigns around Netflix live events. AB InBev will advertise during Netflix's NFL Christmas Gameday in 2025 as well as the 2027 Women's World Cup.

"We're always looking for creative ways to build our brand and connect with fans, to keep fuelling the fandom that comes from our great shows, thrilling movies, and can't-miss live events," said Netflix Chief Marketing Officer Marian Lee.

"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."