• by Wayne Friedman , September 22, 2025

Netflix and AB InBev have struck a global advertising/marketing partnership across a number of Netflix titles and live events.

The deal will give AB InBev -- and its major beer brands -- major worldwide exposure attached to Netflix live and TV series content.

Financial terms were not disclosed.

One of the biggest deals will be in the U.S. for Netflix’s live “NFL Christmas Gameday 2025” -- where the big streamer airs two exclusive Christmas Day games.

Last year -- the first year of the deal with the NFL -- Netflix scored strong NFL broadcast-like viewership, averaging 24.2 million U.S. viewers for two games, according to Nielsen. 

The first game -- in which the Kansas City Chiefs beat the Pittsburgh Steelers 29-10 -- earned 24.1 million average minute audience viewers.

Game Two, which the Baltimore Ravens won over the Houston Texans 31-2, took in 24.3 million viewers.

Other live events will include the forthcoming “2027 FIFA Women’s World Cup.” Previously, AB InBev’s Cerveza Victoria brand was presenting sponsor for the recent Canelo Álvarez vs. Terence Crawford boxing events in Las Vegas.

Analysts estimate 2025 advertising revenue will double this year to $3 billion.

The company forecasts that overall revenue -- including subscription fees -- will climb from $44.8 billion to $45.2 billion.

For brands, Netflix now has a global advertising reach of 94 million users.