Netflix and AB InBev join forces in a global beer-and-shows deal

In a landmark move that underscores the growing convergence of entertainment and consumer brands, Netflix and beverage giant AB InBev have announced a sweeping global marketing partnership. The multiyear deal — described by both companies as the first of its kind — will make AB InBev’s beer brands, including Budweiser, Stella Artois and Corona, title sponsors of Netflix programming and live events around the world, while bringing Netflix’s intellectual property to beer packaging and live activations across markets.

A Truly Global Collaboration

What sets this partnership apart is its unprecedented global scope. Netflix now offers its ad-supported tier in more than a dozen countries across North America, Europe and Asia. For AB InBev — the world’s largest brewer with a deep international footprint — this opens the door to coordinated campaigns on a global scale, while still allowing for localized executions.

“AB InBev and Netflix are both unique in our scale — making the global reach of our partnership unprecedented,” said Marcel Marcondes, AB InBev’s global chief marketing officer. “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 multilayered and will come to life through co-promoted shows, live events, limited-edition packaging and more.”

Bringing Beers Into the Spotlight

As part of the deal, AB InBev brands will serve as title sponsors of Netflix programming and global live events, including boxing matches, NFL Christmas Day games, and the upcoming Women’s World Cup. Beyond traditional sponsorships, the companies are exploring product integrations, co-branded marketing campaigns, and custom packaging that turns beer into a collectible. Netflix chief marketing officer Marian Lee even hinted that entirely new co-created products could emerge from the collaboration.

“Global reach wasn’t just a priority — it was a non-negotiable,” Lee said. “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. 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.”

Lee emphasized that AB InBev’s portfolio allows for cultural nuance — from Michelob Ultra pairing with sports docuseries like Full Swing to Stella Artois aligning with European dramas like The Gentlemen.

From Advertisers to Experience Providers

Both companies see the partnership as more than just advertising. Marcondes noted that AB InBev’s mission is shifting “from being an advertiser to an experience provider,” positioning beer as part of cultural and social moments that Netflix is already shaping.

“Consumers helped bring us together,” he said. “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.”

Netflix’s Growing Ads Business

The announcement also highlights Netflix’s continuing investment in its advertising tier. Since launching less than two years ago, the ad-supported plan has grown to reach more than 94 million users worldwide. While still a relatively new revenue stream for the streamer, executives see it as a future growth driver. The AB InBev deal underscores Netflix’s ability to craft creative, large-scale partnerships that leverage both its cultural impact and its expanding ad infrastructure.

As Lee summed up: “It’s not just about debuting titles; it’s about creating culture-defining moments for our fans. With AB InBev, we see an opportunity to do that on a scale no one has ever attempted before.”