See Unsee summary
Netflix is joining forces with AB InBev, the global giant behind Budweiser, Stella Artois, and Corona, in a groundbreaking marketing partnership that will blend beer brands with some of the streaming platform’s most popular programs and live events. This multi-year deal promises not just advertising, but a shift toward immersive brand experiences across the world.
A first-of-its-kind partnership with global ambition
Presented as a global marketing alliance, the Netflix and AB InBev collaboration is more than a sponsorship deal. It’s about building cultural moments where storytelling and branded experiences meet. Budweiser sponsoring a boxing match on Netflix? Stella Artois tied to a celebrity-backed cooking series? That’s exactly the kind of crossover this partnership sets out to create.
Live events are a key part of the strategy. From the NFL Christmas Day games to events like boxing matches and even the upcoming Women’s World Cup, AB InBev brands will now visibly accompany these high-profile moments. But what makes this different from traditional advertising is how integrated the campaigns will be — sometimes even appearing within the shows themselves, when relevant.
Netflix isn’t hiding its ambition. Marian Lee, the company’s chief marketing officer, said they wanted a partner that matches the streaming giant’s global footprint. That’s how AB InBev, with a presence in most countries and a portfolio of culturally diverse brands, stepped in with the right scale. To read Gwen Stefani headlines magical 2025 Disney Christmas Parade
A new kind of product placement
There’s something a bit surreal about watching your favorite Netflix series and spotting cleverly placed beer packaging that might later show up in stores. Yet that’s one of the project’s more intriguing angles. The deal includes the possibility of designing special or collectible packaging inspired by shows like The Gentlemen or Full Swing. Who knows — that next six-pack in your fridge might feature a character from Squid Game.
According to Marcel Marcondes, AB InBev’s global CMO, the partnership isn’t just about pushing ads. It’s about becoming “an experience provider.” He’s talking co-promoted events, thematic marketing around Netflix’s biggest originals, and packaging that’s almost narrative in itself.
This evolution of product placement makes sense in today’s media landscape. We’ve moved well past the era of background logos. What viewers engage with now is story, mood, aesthetic. And if Stella Artois or Michelob Ultra can become a natural part of that — without pulling us out of the story — it might just work.
Why it matters for Netflix’s future
This move fits squarely into Netflix’s wider strategy to boost its ad-supported tier, which currently reaches over 94 million viewers. That’s an astonishing number for a tier that’s barely two years old. The AB InBev partnership supplements this expansion by providing a rich, global sponsor capable of blending advertising with meaningful content moments.
From a storytelling perspective, I’m torn. On one hand, the idea of turning brands into cultural contributors opens up interesting creative potential. But I also worry about overexposure. Netflix has always been a space where stories came first; product placements were minimal. If suddenly every show starts to feel like a commercial, it could backfire. To read Toho expands into Europe with bold anime distribution moves
Still, when approached carefully, this kind of partnership allows for moments that feel more lived-in than intrusive. Think of:
- A character sipping a recognizable beer in a pub scene that actually enhances the realism.
- Co-branded live experiences during major events like sports finals or music specials.
- Limited-edition products that fans can collect, tied to their favorite characters or series.
These initiatives aren’t exactly new in marketing, but tying them to a content powerhouse like Netflix gives them a global scale and resonance rarely seen before.
A sign of changing times in entertainment
It’s no longer just about what we watch, but how we connect to it — and what role brands can play in that connection. From the perspective of someone who’s grown up seeing traditional ads evolve into something much more fluid, this shift feels both inevitable and a little risky.
For Netflix, this isn’t just about revenue. It’s about creating new kinds of moments — at the table with friends, at a live-streamed match, or during a quiet night in with a favorite series. If this partnership can bring something authentic to those moments, it might just redefine how entertainment and advertising coexist.
