Finance
Netflix signs co-marketing deal with AB InBev to promote TV shows and beer
Published by Global Banking and Finance Review
Posted on September 22, 2025
2 min readLast updated: January 21, 2026
Global Banking and Finance Review
Company
Published by Global Banking and Finance Review
Posted on September 22, 2025
2 min readLast updated: January 21, 2026
Netflix and AB InBev partner for a global co-marketing deal to promote streaming shows and beers, enhancing advertising reach.
(Reuters) -Netflix and Anheuser-Busch InBev have signed a global co-marketing deal to promote the streaming platform's most-watched titles and the brewer's beers, the companies said on Monday.
The partnership will include campaigns tied to Netflix's shows such as UK drama "The Gentlemen" and South Korea's "Culinary Class Wars," as well as limited-edition packaging and digital promotions.
The companies have not disclosed the financial details of the partnership.
AB Inbev, which makes Budweiser, Stella Artois and Corona beers, will advertise on Netflix's live shows such as the NFL's Christmas Day broadcast and collaborate on marquee events including the 2027 Women's World Cup soccer tournament.
Netflix's growing push into live sports has given the platform new opportunities to attract sponsorship and advertising from global brands seeking large viewership.
The agreement comes as Netflix's advertising business now reaches more than 94 million users globally, roughly two years after launch. While still in the early phases, the ad tier is increasingly seen as a potential growth engine for the streaming platform.
"Streaming is a social and shared experience — it's an occasion where beer and entertainment come together," said Marcel Marcondes, Global Chief Marketing Officer of AB InBev.
(Reporting by Kritika Lamba in Bengaluru; Editing by Sahal Muhammed)
The partnership focuses on promoting Netflix's most-watched titles alongside AB InBev's beers through co-marketing campaigns.
The deal will include campaigns tied to specific shows, limited-edition packaging, and digital promotions.
Netflix's advertising business now reaches more than 94 million users globally, about two years after its launch.
Netflix's growing push into live sports has created new opportunities for attracting sponsorship and advertising from global brands.
Marcel Marcondes, Global Chief Marketing Officer of AB InBev, stated that streaming is a social experience where beer and entertainment come together.
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