Netflix and AB InBev announced news today that should capture the attention of every marketer and brand person. The streaming giant and beverage powerhouse announced a multi-year global partnership that goes far beyond traditional sponsorship deals.

This collaboration connects AB InBev’s beer brands like Budweiser, Stella Artois, and Corona with Netflix titles and live events worldwide. The scale is unprecedented, spanning multiple continents and touching everything from Korean cooking shows to British crime dramas.

Marcel Marcondes, AB InBev’s Global CMO, framed the partnership around a simple insight: “Streaming is a social and shared experience.” Beer and entertainment naturally converge during these moments, creating opportunities for deeper consumer connections.

The execution reflects this thinking. AB InBev will co-market with Netflix on global and regional titles like The Gentlemen from the UK, Brasil 70 from Brazil, and Culinary Class Wars from South Korea. The partnership includes consumer activations, limited-edition packaging, and title integrations tailored to each market.

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Netflix’s growing live events portfolio creates particularly interesting opportunities. AB InBev will advertise during the NFL Christmas Gameday 2025 and collaborate on major events like the 2027 Women’s World Cup. In Mexico, Cerveza Victoria, one of AB InBev’s portfolio brands, recently served as the presenting sponsor for the Canelo vs. Crawford fight, showing how this approach can feel authentic to local audiences.

Netflix CMO Marian Lee highlighted why this partnership works. According to her, Netflix titles pierce the cultural zeitgeist in ways few others can. When shows like Squid Game or Money Heist became global phenomena, they created massive shared cultural moments that brands could meaningfully participate in.

The genius lies in the customisation. AB InBev’s portfolio allows for precise brand-to-content matching across different markets and demographics. Corona might feel right for a Brazilian series, while Stella Artois could elevate a European drama.

This partnership signals where marketing is heading. Brands that can match Netflix’s global scale while delivering local relevance will create the most compelling consumer experiences. The rest will just be advertising.

What makes this partnership different from typical brand sponsorships? The answer might reshape how we think about entertainment marketing.