Streaming giant Netflix and beer business AB InBev have formed a global partnership that will see the two brands collaborate on co-marketing campaigns.

AB InBev, which owns beer brands including Stella Artois, Corona and Budweiser, has previously spoken about its ambition to link its brands to consumer “passion points”, including sports, music and culture. The partnership with Netflix is designed to further that ambition and will involve activities including consumer activations, title integrations, limited-edition packaging, and digital promotions.

The partnership will span Netflix’s global content, with activations coming to life across popular content titles including The Gentlemen from the UK, Brasil 70 – A Saga do Tri from Brazil, and Culinary Class Wars from South Korea. The two companies have referred to the partnership as “unprecedented in the global reach and scale of activations”.

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AB InBev has a long history of sport sponsorships and partnerships – the company became the first official beer sponsor of the Olympics last year, for example, in a deal that will include the 2028 summer games in LA. Other sporting partnerships include Stella Artois and Wimbledon, and Bud Light and mixed martial arts competition, UFC.

In recent years, Netflix has been expanding its presence in sports, establishing itself as more of a player in the live sporting event world. The deal with AB InBev will see the two companies collaborate on co-branded campaigns around Netflix live events; for example, the streaming service’s live NFL Christmas gameday, and the Women’s World Cup in 2027.

Commenting on the partnership, AB InBev CMO Marcel Marcondes says streaming occasions present opportunities for beer and entertainment to come together.

“This partnership is an opportunity for our brands to create deeper experiences with consumers and more moments of cheers while they watch the content that shapes culture,” he said.