Brands Featured in Netflix Shows and Who Owns Them

AB InBev signed a multi-year global partnership with Netflix in September 2025. The deal puts Budweiser, Bud Light, Stella Artois, and Corona across Netflix's entire content slate. One conglomerate. Multiple beer brands. One streaming platform. The brands you see on your screen are not random. They are negotiated partnerships between Netflix and the brand's parent company.

Netflix's advertising business more than doubled to $1.5 billion in 2025. Co-CEO Greg Peters said the company expects that business to roughly double again in 2026 to about $3 billion. Brand integration is now a core revenue stream, not a side hustle. The shift from ad-free subscription to ad-supported platform to brand-integrated content is complete.

We tracked the brands featured in Netflix shows and traced every one back to its corporate parent. The brands in your favourite shows are a map of corporate sponsorship strategies. For more on how sponsorship reveals hidden ownership, see our who really pays for sports sponsorships.

The Netflix Brand Integration Era

Netflix's brand partnership philosophy is rooted in connection. The platform gives brands a role in the worlds of its series, films, and live events by identifying where a brand's best intersects with its content. The goal is for brands to feel like a natural extension, rather than an interruption.

Magno Herran, Netflix's VP of global brand marketing and partnerships, told the Hollywood Reporter: "What I love about these two partnerships is how both brands used the opportunity as permission to take a swing at something new. For Genesis that was comedy, and for Mike's Hard Lemonade that was a bold step into golf."

Netflix has evolved from an ad-free subscription service to an ad-supported platform with massive revenue targets. The ad tier now reaches more than 94 million users globally, roughly two years after launch. Brand integration is not a side experiment. It is a strategic priority with dedicated creative teams, multi-year deals, and co-development with show creators.

The AB InBev Netflix Mega-Deal

In September 2025, an unprecedented deal was struck between one of the world's biggest advertisers and the globe's biggest streaming platform. AB InBev, the parent to beer brands like Budweiser, Bud Light, Michelob Ultra, and Corona, signed a wide-ranging partnership deal with Netflix.

The partnership includes consumer activations, title integrations, limited-edition packaging, and digital promotions. AB InBev brands will appear across Netflix's global and regional titles, including The Gentlemen from the UK, Brasil 70 from Brazil, and Culinary Class Wars from South Korea.

The deal also covers Netflix's live events. AB InBev advertised during Netflix's 2025 live NFL Christmas Game Day. The two companies will collaborate around the 2027 Women's World Cup on Netflix. In Mexico, Cerveza Victoria was a presenting sponsor for the Canelo vs. Crawford fight broadcast on Netflix on September 13, 2025.

AB InBev's global CMO Marcel Marcondes told Adweek the deal was part of the beer giant's play to move from "advertiser to full experience provider." That means investing more of its $7 billion ad budget into pop culture moments and fan passion points. One deal. Multiple beer brands. Netflix's entire content slate.

Case: Running Point Season 2

Running Point, the Kate Hudson-led basketball comedy, returned for Season 2 with six brands neatly woven into the show's storyline and aesthetics. The brands include State Farm, DoorDash, Lexus, Ally Bank, Sephora, and Google Search.

Jake from State Farm appears alongside Hudson's character, Isla Gordon, and Chet Hanks' character, Travis Bugg, as they combat various challenges. A DoorDash delivery helps with one of Isla's hangovers. Lexus appears as the vehicle of choice for Isla and Brenda Song's character, Ali.

Ally Bank serves as the presenting sponsor of the LA Waves' home court, the Ally Bank Arena. Sephora is the new sponsor of the LA Waves City Dancers locker room. Six brands. Six parent companies. One show.

Herran told Adweek that because brands are endemic in the sports world, Netflix wanted to integrate them into Running Point in a way that felt natural to how sports are run and how a basketball team would engage with brands.

Case: The Hawk (Genesis and Mike's Hard Lemonade)

The Hawk, Netflix's golf-themed comedy starring Will Ferrell, premiered on July 16, 2026. Two brands built bespoke campaigns around the show: Genesis and Mike's Hard Lemonade.

Genesis serves as the official U.S. auto partner for The Hawk. The Genesis GV80 Coupe, GV80, and GV70 are featured in the comedy series. Episode 6 features a dedicated storyline centered on The Genesis Invitational tournament. Jimmy Tatro, who plays Lance Hawkins, is sponsored by Genesis within the show. Genesis is the luxury vehicle division of Hyundai Motor Group.

Mike's Hard Lemonade built its campaign around Luke Wilson's character, Golden Fisk, a rival golfer to Ferrell's Lonnie Hawkins. Golden Fisk is sponsored by Mike's Hard Lemonade within the show. The campaign extends into national retail placements and co-branded merchandise. Mike's Hard Lemonade is owned by Mark Anthony Brands, a private beverage company.

The partnership shows how Netflix focuses on custom brand integrations with its content to stand out in an increasingly competitive ad-supported streaming field. For more on how sponsorship deals reveal hidden brand ownership, see our how sponsorship deals reveal hidden brand ownership.

How Netflix Decides Which Brands Belong

Netflix is selective about brand integration. Herran told Adweek: "We're very intentional about who we bring into a show and where they're placed. We have several conversations with the producers and the show creators to figure out, once we have a small select list of brands that we're interested in and that are on board, where they might fit in the show."

Netflix spends significant time on the strategy portion because the platform is always seeking creativity over volume. The internal creative team co-creates with brands. The goal is story integration, not just placement. Herran added: "You don't want a logo slap, all these things you hear out in the marketplace."

Netflix argues that brands that take gambles through entertainment partnerships can be rewarded by fandoms. A title like The Hawk is not right for every brand, but it was right for Genesis and Mike's Hard Lemonade because of their business and brand objectives.

The Parent Company Map

Every Netflix brand integration has a corporate parent. The brands you see on screen are owned by corporations you rarely see.

Source: Adweek, Hollywood Reporter, Marketing Dive, AB InBev press release, Genesis press release. All brand ownership data verified through WhoBrands.com research methodology.

The Ad-Supported Streaming Shift

Netflix's pair of tie-ups around The Hawk show how the streamer is focusing on custom brand integrations with its content to stand out in an increasingly competitive ad-supported streaming field. Ads are becoming a more important piece of Netflix's business as the company looks to diversify revenue growth beyond subscriptions and appeal to price-conscious viewers.

Netflix generated around $650 million in U.S. advertising revenue in 2024. That figure more than doubled to $1.5 billion in 2025. Peters said the company expects the advertising business to roughly double again in 2026 to about $3 billion. The ad tier now reaches more than 94 million global monthly active viewers.

Some critics have expressed frustration with the bigger influx of overt product placement in content. The shift from subscription-only to ad-supported to brand-integrated content is a fundamental change in how streaming platforms operate. For more on streaming ownership, see our streaming services corporate ownership.

What This Means for Brand Ownership

When you see a brand in a Netflix show, it is not random. It is a negotiated partnership between Netflix and the brand's parent company. The parent company pays for the placement. Sometimes millions.

The AB InBev deal is the clearest example. One corporation negotiated a single deal that puts multiple beer brands across Netflix's entire content slate. The brands you see on screen are a direct reflection of corporate sponsorship strategies. Use WhoBrands.com to trace which brands belong to which parent companies.

The brands in your favourite shows are a map of corporate sponsorship strategies. For more on how conglomerates use sponsorship to keep sub-brands visible, see our why conglomerates use sponsorship to keep sub-brands visible.

The Broader Streaming Picture

Netflix is not alone in brand integration. Each major streaming platform's parent company influences which brands appear.

Amazon Prime Video integrates Amazon products like Ring, Echo, and Kindle. Apple TV+ integrates Apple products like iPhone, MacBook, and AirPods. Disney integrates Disney brands like Marvel, Pixar, and Lucasfilm across Disney+ and Hulu.

The streaming wars are also brand integration wars. Each platform's parent company influences which brands appear in its content. The corporate structure of the streaming platform determines the brand ecosystem you see on screen.

For more on how product placement works across films, see our product placement brands behind your favourite films.

FAQ

Which brands are featured in Netflix shows? Netflix shows feature brands through negotiated partnerships. Running Point Season 2 integrated State Farm, DoorDash, Lexus, Ally Bank, Sephora, and Google. The Hawk partnered with Genesis and Mike's Hard Lemonade. AB InBev signed a multi-year global deal putting Budweiser, Bud Light, Stella Artois, and Corona across Netflix's content slate.

Who owns the brands in Running Point? State Farm is owned by State Farm Mutual Automobile Insurance Company. DoorDash is owned by DoorDash, Inc. (public, NYSE: DASH). Lexus is owned by Toyota Motor Corporation. Ally Bank is owned by Ally Financial (public, NYSE: ALLY). Sephora is owned by LVMH. Google Search is owned by Alphabet Inc.

What is the AB InBev Netflix deal? AB InBev signed a multi-year global partnership with Netflix in September 2025. The deal includes consumer activations, title integrations, limited-edition packaging, and digital promotions across Netflix's global and regional titles. AB InBev brands also advertise during Netflix live events including the NFL Christmas Game Day and the 2027 Women's World Cup.

How does Netflix choose brand partners? Netflix is selective about brand integration. The platform has conversations with producers and show creators to determine where brands fit naturally. Netflix seeks creativity over volume and avoids "logo slaps." The internal creative team co-creates with brands for story integration rather than simple placement.

Explore Related Brands

• Budweiser -- AB InBev beer brand, featured across Netflix titles
• Genesis -- Hyundai Motor Group luxury brand, official auto partner for The Hawk
• Lexus -- Toyota Motor luxury brand, featured in Running Point Season 2
• Sephora -- LVMH beauty retailer, locker room sponsor in Running Point
• Google -- Alphabet search brand, integrated into Running Point Season 2
• Corona -- AB InBev beer brand, part of Netflix global partnership

Browse all media and entertainment brands

Also read: Product Placement: The Brands Behind Your Favourite Films -- the $33 billion product placement industry behind the films you watch.

Sources

1. AB InBev: AB InBev and Netflix announce Global Brand Partnership -- https://www.ab-inbev.com/news-media/news-stories/ab-in-bev-and-netflix-announce-global-brand-partnership 2. Reuters: Netflix signs co-marketing deal with AB InBev to promote TV shows and beer -- https://www.reuters.com/business/media-telecom/netflix-signs-co-marketing-deal-with-ab-inbev-promote-tv-shows-beer-2025-09-22/ 3. Adweek: Netflix's Running Point Scores Several Integrated Brand Partnerships in Season 2 -- https://www.adweek.com/brand-marketing/netflixs-running-point-scores-several-integrated-brand-partnerships-in-season-2/ 4. Marketing Dive: Mike's Hard, Genesis take creative swings with custom Netflix campaigns -- https://www.marketingdive.com/news/mikes-hard-genesis-take-creative-swings-with-custom-netflix-campaigns/824804/ 5. Hollywood Reporter: The Hawk Will Ferrell Netflix Golf Series Adds Partnerships -- https://www.hollywoodreporter.com/lifestyle/lifestyle-news/the-hawk-will-ferrell-netflix-partnerships-1236641526/ 6. Genesis Newsroom: Genesis Joins Netflix's The Hawk as Official U.S. Auto Partner -- https://newsroom.genesis.com/genesis-joins-netflixs-the-hawk-as-official-us-auto-partner/ 7. The Verge: Netflix earned $1.5 billion from ads in 2025 -- https://www.theverge.com/news/864451/netflix-advertising-revenue-doubled-q4-2025-earnings 8. Adweek: AI Agents Are Coming to Netflix to Grow Its $3 Billion Ad Business -- https://www.adweek.com/media/ai-agents-are-coming-to-netflix-to-grow-its-3-billion-ad-business/

All brand ownership data verified through WhoBrands.com research methodology. Last updated: August 2026.

About WhoBrands

WhoBrands.com provides accurate, comprehensive brand ownership information through extensive research of SEC filings, corporate press releases, and official company documents. Our database covers thousands of brands across dozens of industries. Learn about our methodology.