Netflix and Anheuser-Busch (AB) InBev have entered into a global multiyear partnership focusing on popular Netflix titles along with live events, according to a press release. The partnership includes co-branded marketing campaigns, consumer activations, limited-edition packaging, digital promotions and other efforts.
The partnership includes a focus on live events, a content arena Netflix has entered in recent years. AB InBev will advertise during the 2025 Christmas Day NFL game on the platform and will collaborate on major global events including the 2027 Women’s World Cup.
“Streaming is a social and shared experience — it’s an occasion where beer and entertainment come together,” said Marcel Marcondes, global CMO of AB InBev, in press materials. “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.”
Outside of live sponsorships, AB InBev will collaborate with the streamer on marketing campaigns surrounding top global and regional titles. These include “The Gentlemen” from the UK, “Culinary Class Wars” from South Korea and “Brasil 70 - A Saga do Tri” from Brazil.
Netflix reported a Q2 revenue of $11.8 billion, a 15.9% increase from the year prior. The company is seeing a “momentum” in ad sales and is on track to approximately double revenue, executives said on an earnings call. Netflix in December partnered with Mastercard as it expanded its in-person event strategy, and recently announced plans to open its programmatic inventory to advertisers via Amazon DSP.
AB InBev, meanwhile, reported a Q2 revenue of $15 billion, a decrease of 2.15% from the previous year, according to an earnings presentation. Other alcohol brands have found marketing success by partnering with popular TV shows. For example, Coors Banquet, owned by AB InBev competitor Molson Coors, has partnered extensively with Paramount drama “Yellowstone.”
