Netflix: global partnership with AB InBev (beer) for activations around live events (NFL, FIFA)

AB InBev has entered into a global partnership with streaming platform Netflix from 2025, announced the Belgian brewing company on 22/09/2025.

AB InBev, which owns beer brands such as Corona and Budweiser, "will collaborate with Netflix on co-marketing campaigns" for certain programmes on the platform as well as "on co-branded campaigns around Netflix live events," said the group.

These live events will include the 2025 NFL Christmas Game Day games (global TV streaming rights) and the FIFA Women's World Cup 2027, for which Netflix holds the exclusive TV rights in the United States and Canada. The beer brand Victoria, was also a presenting partner in Mexico for the boxing match between Saúl "Canelo" Alvarez (MEX) and Terence Crawford (USA), which was broadcast exclusively on Netflix on Saturday 13/09/2025.

AB InBev, which posted a turnover of $59.8bn (€57.4bn) in 2024, is heavily involved in sports sponsorship with major sports bodies and competitions. The group is notably a partner of the IOC (until 2032), FIFA and its competitions, including the World Cup since 1986 (via Budweiser…