22 September 2025 AB InBev, the world’s largest beer company, and Netflix, one of the most popular streaming platforms, have announced a new global partnership. This multi-year collaboration will bring together iconic beer brands and Netflix’s entertainment content in unique ways for fans worldwide.
Both companies are known for connecting people through shared passions like sports, music, food, and comedy. Through this partnership, they aim to create more enjoyable experiences for adult audiences, combining beer and entertainment in new and exciting ways.
“Watching shows and movies is a social experience — and beer often enhances those moments,” said Marcel Marcondes, Global Chief Marketing Officer of AB InBev. “This partnership lets our brands engage with consumers more deeply and create more moments of cheers while enjoying content that shapes culture.”
AB InBev will work with Netflix on marketing campaigns linked to popular global and regional shows such as The Gentlemen (UK), Brasil 70 – A Saga do Tri (Brazil), and Culinary Class Wars (South Korea). The collaboration will include limited-edition packaging, digital promotions, integrations with Netflix titles, and live consumer events.
The companies will also join forces during Netflix live events. In Mexico, Cerveza Victoria recently sponsored the Canelo vs. Crawford fight, and AB InBev will advertise during Netflix’s NFL Christmas Gameday 2025. They also plan to collaborate on major global events, including the 2027 Women’s World Cup on Netflix.
“We’re always looking for creative ways to connect with fans and amplify the excitement around our shows, movies, and live events,” said Marian Lee, Chief Marketing Officer at Netflix. “Partnering with AB InBev allows us to create campaigns that are as fun, unique, and engaging as the content we offer.”
