Anheuser-Busch InBev and Netflix have entered a multi-year global partnership that will merge the brewer’s marquee beer brands with the streaming giant’s shows and live events.
The companies designed the deal to go beyond sponsorship by driving co-branded campaigns, limited-edition packaging, and digital promotions. They aim for all three facets to reach consumers through retail and ecommerce channels.
Anheuser-Busch partnership with Netflix
The companies called the agreement unprecedented in scope, combining AB InBev’s global portfolio with Netflix’s international and regional content. Early campaigns will tie into high-profile Netflix titles including:
- The Gentlemen in the U.K.
- Brasil 70 – A Saga do Tri in Brazil
- Culinary Class Wars in South Korea
“Streaming is a social and shared experience,” said Marcel Marcondes, AB InBev’s global chief marketing officer. “It’s an occasion where beer and entertainment come together. 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.”
For Netflix, the alliance highlights its push to expand commerce opportunities around entertainment.
“The popularity of our titles allows us to pierce the cultural zeitgeist in ways few others can,” said Marian Lee, Netflix’s chief marketing officer. “We are super excited about creating campaigns with AB InBev that are as unique and fun as the shows and movies they support.”
The partnership will also extend to live events, with Cerveza Victoria recently serving as a presenting sponsor of the Canelo vs. Crawford boxing match in Mexico. AB InBev is slated to advertise during Netflix’s 2025 live NFL Christmas Day broadcasts and will collaborate around global sporting events including the 2027 Women’s World Cup.
By linking beer with streaming, live events, and ecommerce activations, AB InBev and Netflix aim to connect with legal-age consumers across cultural touchpoints worldwide — from living rooms to stadiums.
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