Grab your popcorn – this week’s BL Business Branding newsletter takes a closer look at a global partnership that’s redefining what cross-industry collaboration can look like. Streaming powerhouse Netflix and beverage giant AB InBev — the parent company behind Budweiser, Stella Artois, and Corona — have joined forces in a groundbreaking global marketing deal.
Netflix and AB InBev have built worldwide audiences rooted in cultural connection. Netflix generates billions of hours of attention through must-watch shows and movies, while AB InBev brings decades of tradition centered on shared moments — from living rooms to stadiums. Together, they’re transforming how entertainment and consumer brands engage fans across the globe.
Under the new agreement, AB InBev’s products will serve as sponsors for content and live events, featuring co-branded campaigns and packaging inspired by some of Netflix’s most popular intellectual property. From the NFL to the Women’s World Cup, and even Netflix’s signature live events and original programming, fans will soon start seeing their favorite shows and beers share the same stage. The partnership will also include title integrations and limited-edition packaging — a showstopping strategy designed to grow and evolve as fans find new favorites to stream.
What makes this collaboration particularly innovative is its global scope and adaptability. Netflix’s growing ad-supported tier allows AB InBev to launch campaigns that feel cohesive worldwide while staying relevant to local audiences. This partnership goes beyond traditional sponsorship, it’s about building shared cultural moments that bring entertainment and lifestyle together in new, authentic ways.
What Can Businesses Learn From This?
The Netflix and AB InBev deal shows how creative licensing and co-branding can take a brand far beyond its traditional audience. When companies approach licensing as a way to connect with people, not just sell products, they can tap into markets and experiences that standard advertising can’t reach. Strategic collaborations like this can merge brand identities in fresh, meaningful ways.
In today’s marketplace, where consumers value experiences as much as products, partnerships that blend storytelling and lifestyle offer powerful opportunities for growth. Whether you’re a startup or a global enterprise, there’s value in thinking beyond the usual marketing script.
Have questions about how to create new opportunities through licensing and brand partnerships? Contact our BL Trademark Team by reaching out to Seth Berenzweig at sberenzweig@berenzweiglaw.com.