Brands
AB InBev taps Netflix for global beer marketing blitz
MUMBAI: The world’s largest brewer has struck a sweeping marketing deal with Netflix that will see AB InBev’s beer brands woven into the streaming giant’s programming and live events across dozens of countries.
The partnership, announced today, marks an unusually broad collaboration between the Belgian-Brazilian brewing behemoth and the entertainment platform. AB InBev will integrate its portfolio—including Budweiser, Corona, and Stella Artois—into Netflix content ranging from British crime series The Gentlemen to South Korean cooking competition Culinary Class Wars.
AB InBev global chief marketing officer Marcel Marcondes described streaming as “an occasion where beer and entertainment come together,” arguing the deal would create “deeper experiences with consumers” during culturally significant viewing moments.
The arrangement extends beyond traditional product placement. AB InBev brands will feature in co-marketing campaigns, limited-edition packaging tied to specific shows, and digital promotions. The brewer will also advertise during Netflix’s live NFL Christmas games next year and collaborate on coverage of the 2027 Women’s World Cup.
Netflix has already tested the waters with AB InBev properties. Mexican beer brand Cerveza Victoria recently sponsored the streaming service’s broadcast of the Canelo Álvarez-Terence Crawford boxing match.
“The popularity of our titles allows us to pierce the cultural zeitgeist in ways few others can,” said Netflix chief marketing officer Marian Lee. The streaming service has increasingly courted advertising revenue as subscriber growth plateaus in mature markets.
The deal reflects AB InBev’s push to reach younger consumers who increasingly favour experiences over traditional advertising. The brewer has faced headwinds in key markets, with American beer consumption declining and competition intensifying from craft breweries and hard seltzers.
For Netflix, the partnership offers a blue-chip sponsor as it expands into live programming and seeks to monetise its global reach more effectively. The platform has secured rights to major sporting events, including NFL games and professional wrestling, as it competes with traditional broadcasters for advertising dollars.
The companies declined to disclose financial terms of the multi-year agreement. AB InBev operates in nearly 50 countries whilst Netflix boasts over 270 million subscribers worldwide.
Industry analysts suggest such partnerships may become more common as traditional advertising models fragment. Brewers face particular challenges reaching audiences through conventional channels as younger consumers increasingly “cord-cut” from traditional television.
The collaboration will roll out across AB InBev’s international portfolio, with regional brands like Brasil’s Antarctica and Europe’s Leffe expected to feature in locally relevant Netflix content. Both companies emphasised the deal’s global scope distinguishes it from previous entertainment industry tie-ups.
Brands
Adani Enterprises takes full control of IANS with final stake buy
Rs 4.7 crore deal completes acquisition, making news agency wholly owned unit
MUMBAI: Adani Enterprises has tightened its grip on the media space, completing the acquisition of the remaining stake in IANS India Private Limited and turning the news agency into a wholly owned step-down subsidiary.
The final leg of the deal was executed through AMG Media Networks Limited, which picked up the balance 24 per cent Category I shares with voting rights and 0.74 per cent Category II shares without voting rights. The all-cash transaction, valued at Rs 4.70 crore, brings to a close a process first set in motion in January this year.
A regulatory filing under SEBI confirmed that the acquisition was completed on 24 March 2026. The company also disclosed the development to BSE Limited and National Stock Exchange of India Limited, in line with listing requirements.
With the transaction now wrapped up, IANS sits fully within Adani’s media fold under a two-tier structure led by AMNL. While classified as a related party transaction, the company noted it was carried out on an arm’s length basis.
Founded in 1994, IANS has long been in the business of gathering and distributing news content. However, its financials tell a softer story, with turnover slipping over recent years to Rs 8.81 crore in FY25 from Rs 11.86 crore in FY23.
For Adani Enterprises, the move signals more than a tidy consolidation. It sharpens its media ambitions, placing IANS firmly within its growing content and distribution play.
