The Kaipher Editorial Team 
Netflix and beverage giant AB InBev unveiled a comprehensive global marketing partnership on Sunday that integrates beer brands into Netflix programming and events, representing one of the most extensive advertising collaborations in streaming history.
Comprehensive Brand Integration
The multi-year deal positions AB InBev’s portfolio—Budweiser, Stella Artois, Corona, and Michelob Ultra—as primary sponsors of Netflix shows across international markets while featuring Netflix intellectual property on limited-edition beer packaging worldwide. The partnership encompasses co-branded campaigns for Netflix’s live events, including NFL Christmas Day games and the 2027 Women’s World Cup. AB InBev brands will appear in popular Netflix series such as “The Gentlemen” from the UK, “Brasil 70 – A Saga do Tri” from Brazil, and “Culinary Class Wars” from South Korea (Netflix).
Partnership Leverages Netflix’s Advertising Growth
The collaboration capitalizes on Netflix’s advertising tier reaching over 94 million global monthly active users, more than doubling from 40 million the previous year. The streaming platform expects to roughly double its advertising revenue in 2025, with analysts projecting $3 billion in ad revenue this year—representing about 7% of total earnings (CNBC).
“Streaming is a social and shared experience—it’s an occasion where beer and entertainment come together,” said Marcel Marcondes, AB InBev’s Global Chief Marketing Officer. Netflix’s Chief Marketing Officer Marian Lee emphasized that the partnership allows both companies to “pierce the cultural zeitgeist in ways few others can.”
Strategic Shift from Traditional Advertising
For AB InBev, which spends approximately $7 billion annually on marketing, the Netflix partnership represents a strategic pivot toward what Marcondes describes as moving “from advertiser to full experience provider.” The beer giant has focused resources on its “megabrands,” which represent 57% of company revenue and include 8 of the top 10 most valuable beer brands globally according to Kantar’s BrandZ report (Quartz).
Early Activations and Future Plans
The partnership unofficially launched with limited-edition Cerveza Victoria packaging for the Canelo vs. Crawford fight broadcast on Netflix in September. Future activations include extensive campaigns around season two of “The Gentlemen,” where Stella Artois will feature both in the show and on retail packaging for the 2026 debut. The deal spans Netflix’s 12 ad-supported markets across North America, Europe, and Asia, demonstrating the platform’s ability to offer advertisers unprecedented global scale combined with cultural relevance across diverse markets.
