The AB Inbev brewery group, owner of Budweiser brands, Stella Artois or Quilmes, has established a global and multiannual co-marketing agreement with Netflix. In this way, the company and the platform will jointly promote both AB Inbev products and Netflix films and series.
The alliance, as both companies have explained in a statement, will materialize in the linking of the products of AB Inbev brands to Netflix productions campaigns, whether they are global or regional. The signatures cite titles such as “The Gentlemen”, in the United Kingdom, “Brazil 70 – A Saga do Tri”, in Brazil, or “Culinary Class Wars” in South Korea.
The agreement includes Title Sponsors, Netflix IPS activations or products integration
It will also include comprehensing of content in content -working on age limitation -, activations for consumers, limited packaging editions, digital promotions or presence in events. The agreement will allow beer brands to be Title Sponsors of the contents and live events of Netflix, while incorporating the intellectual property of their productions to face -to -face experiences and activations.
The collaboration will also focus on the broadcasts of live sporting events. As a sample of the association, AB Inbev and Netflix refer to the special action carried out by Victoria beer in Mexico by exercising as main sponsor of Canelo vs. Combat. Crawford. The brand made a special edition of its beer can for the occasion.
Along these lines, AB Inbev has advanced that he will announce his brands in the Christmas matches of the NFL (National Football League) that Netflix will broadcast live. It will also collaborate in some of the most important sporting events in the world, such as the 2027 Women’s Soccer World Cup, which Netflix acquired the broadcast rights for the United States as a result of an agreement with FIFA.
Ab in Bev and Netflix point out that it is a pioneering alliance. Its exceptionality lies in the global character: Netflix has advertising plans in more than a dozen countries, in America, Europe and Asia, and AB in Bev manages brands both on a global and regional scale, which means that it can adapt the strategies to different markets.
Both companies ensure that the alliance is born from a shared mission around the connection of people with passions such as sports, gastronomy, music or comedy. They also claim to share a vision regarding the exploration of new and exciting ways to provide entertainment and experiences to the public.
“This alliance is an opportunity for our brands to create deeper experiences with consumers and more moments of joy while enjoying the content that culture defines”Said Marcel Marcondes, Global Marketing Director of AB Inbev, in the statement.
On the other hand, from the platform they point out that the association with AB Inbev responds to its willingness to find ways to build the brand, connect with fans and feed the fondness for its contents. “The popularity of our titles allows us to connect with the cultural spirit of the time as few“said Marian Lee, Marketing Director at Netflix.”We are very excited to create shocking campaigns with AB Inbev that are as unique, fun and creative as the series and movies that promote”
The agreement is part of Netflix’s growing commitment to the live broadcast of sporting events, a line that opens the door to enlarge its advertising business and to collaborate with brands looking for a broad and global audience. The streaming platform, which in its origins rejected the ads, has turned advertising into a solid source of income.
Netflix launched its subscription with advertisements at the end of 2022, and in May of this year he assured that the plan had 94 million monthly active users worldwide. The figure grew compared to the 70 million he reported in November last year.
