A subsidiary of Anheuser-Busch InBev (AB InBev) and a subsidiary of Netflix have agreed to a three-year strategic partnership between the two parties, which allows AB InBev and its affiliates access to certain sponsorship, product placement and original content development opportunities across the Netflix platform, among other considerations.
AB InBev will collaborate with Netflix on co-marketing campaigns tied to some of Netflix’s most popular global and regional titles like “The Gentlemen” from the UK, “Brasil 70 - A Saga do Tri” from Brazil, “Culinary Class Wars” from South Korea, among others. In addition, Netflix and AB InBev will partner on co-branded campaigns around Netflix live events.
This transaction is the latest in the Firm’s decades-long relationship with AB InBev and its predecessor companies, including its 2025 agreement to extend its Worldwide Olympic Partnership with the International Olympic Committee through 2032 to include the Olympic Winter Games French Alps 2030 and the Olympic Games Brisbane 2032, its 2024 agreement to extend its sponsorship with FIFA to include the inaugural FIFA Club World Cup 2025™, the $2.4 billion secondary offering by Altria and AB InBev’s direct share buyback in 2024, the 2021 $3 billion sale of container production plants, the 2019 Hong Kong IPO of Budweiser APAC, its $10 billion public offering in 2018 and 2016’s merger with SABMiller.
AB InBev is the world’s largest brewer and owns and operates more than 500 beer brands, as well as over 100 facilities, and is home to several of America’s most recognizable beer brands, including Budweiser, Bud Light, Michelob ULTRA and Stella Artois.
The S&C team advising AB InBev included Frank Aquila and Matt Goodman.