Netflix Pushes for Global Brand Partnership to Fend Off Competition

Netflix NFLX is strengthening its brand power through a multi-year global partnership with AB InBev, the world’s largest brewer and the company behind Budweiser, Corona and Stella Artois. The move underscores Netflix’s strategy to fend off intensifying competition by aligning with powerful consumer brands that share global reach and cultural influence.

The collaboration will span co-marketing campaigns, live events, title integrations and even special packaging, allowing both companies to connect with audiences through shared passions like sports, food, music and comedy. AB InBev will showcase its brands across Netflix titles such as The Gentlemen in the U.K., Brasil 70 – A Saga do Tri in Brazil and Culinary Class Wars in South Korea.

The partnership also extends to live experiences, with AB InBev sponsoring Netflix’s Canelo vs. Crawford boxing event in Mexico and set to advertise during Netflix’s 2025 NFL Christmas Gameday. Looking ahead, the collaboration will reach major global stages, including the 2027 Women’s World Cup.

Netflix & AB InBev Alliance: A Win-Win Deal?

For Netflix, the alliance with AB InBev strengthens its advertising strategy. As the platform scales its ad-supported tier, the brewer’s global portfolio provides a reliable source of sponsorship revenues and diverse marketing opportunities. Co-branded integrations across popular shows, live sports and cultural events not only enhance monetization but also expand Netflix’s reach in international markets.

Similarly, for AB InBev, the tie-up offers a modern way to connect with younger and digitally engaged consumers. By incorporating its brands into Netflix's shows and live events, the brewer strengthens relevance in moments when people gather socially — streaming, playing sports or celebrating. This partnership expands its reach across cultures and geographies, making beer part of the entertainment experience.

Essentially, Netflix ensures advertising growth, while AB InBev revitalizes consumer engagement — making the partnership a balanced, future-oriented play for both.

Netflix Faces Strong Rivals

The streaming landscape is intensifying as Netflix contends with heavyweight challengers Amazon AMZN, Disney DIS and Warner Bros. Discovery WBD, all ramping up global partnerships and content investments to capture market share.

Amazon Prime Video capitalizes on its massive ecosystem and strong subscriber base. AWS partnerships with global enterprises like PepsiCo, Nasdaq, Nissan and WBD further extend Amazon’s international footprint. Combined with record Prime Day sales and exclusive sports rights, Prime Video continues to strengthen its global edge.

Disney relies on its powerful franchises, surpassing 127 million Disney+ subscribers by August 2025, while expanding ad-supported tiers and securing sports rights to boost engagement. Its recent distribution pact with Charter and content deal with Spain’s Atresmedia further expand Disney’s reach.

Meanwhile, WBD is rolling out Max to 70 additional countries, targeting 150 million subscribers by 2026 through its vast HBO and Discovery content library. WBD’s new global licensing agreement with Mattel and a multi-year measurement partnership with Nielsen highlight its push to monetize content and strengthen advertising capabilities. These moves force Netflix to innovate beyond originals and confront fierce global competition.

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