World: AB InBev agrees ‘unprecedented’ marketing arrangement with Netflix

AB InBev has announced a marketing arrangement with Netflix that the brewer believes is “unprecedented in the global reach and scale of activations” across its portfolio, Global Drinks Intel reported on September 22.

The deal, announced today, will lead to co-marketing campaigns between the two for brands including Budweiser, Corona (outside of the US), Michelob Ultra and Stella Artois. Also lined up are “consumer activations, title integrations, limited-edition packaging (and) digital promotions”.

Financial details behind the multi-year partnership were not disclosed.

The co-branding aspect will feature later this year during Netflix’s ‘NFL Christmas Game Day’ coverage of two American football fixtures on Christmas Day. Also earmarked is the streaming service’s 2027 Women’s World Cup soccer tournament coverage.

The agreement is an improvement, geographically speaking, on AB InBev’s partnership for Corona Cero with the Olympic Games, which was announced at the start of last year. The alcohol-free extension of Corona, which AB InBev said at the time was available in 180 markets worldwide, is handled in the US – along with the rest of the former Modelo portfolio – by Constellation Brands.

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