Observed Signal · Aug 27, 2026 · Partnership · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Sponsorship & Brand Integration Market: Stella Artois Partners With The Gentlemen for New Spot
Stella Artois has launched a campaign tied to season 2 of Netflix's The Gentlemen featuring a 90-second cinematic spot starring Theo James with a cameo from David Beckham. The creative centers on the brand's 'There’s Power in the Pour' pouring ritual and includes five 15-second vignettes, social content on Netflix and Stella Artois channels, and an experiential activation at The Marlborough Pub in London from September 3–5 offering limited-edition personalized chalices. AB InBev’s global CMO Marcel Marcondes and actor Theo James provided commentary on the authenticity of the partnership.
Brand integration between a major advertiser (Stella Artois/AB InBev) and a streaming series on Netflix shows ongoing growth of streaming-native sponsorships and experiential tie-ins, but it is not industry-shifting.
Key Takeaways & Evidence Grounding
- Stella Artois launched a campaign tied to season 2 of Netflix's The Gentlemen that includes a 90-second cinematic spot starring Theo James and a cameo from David Beckham.
- The campaign includes five 15-second vignettes, each dedicated to one of the five steps in the Stella Artois pouring ritual.
- The campaign will run on Netflix across eight markets: US, UK, Canada, Brazil, Colombia, Mexico, South Africa and South Korea, plus custom social content on Netflix and Stella Artois channels.
- An experiential activation at The Marlborough Pub in London will run September 3–5, where fans can experience the pouring ritual and take home limited-edition personalized Stella Artois chalices.
Connected Companies & Entities
3 Entities mappedNetflix
Streaming platform with subscription and advertising revenue.
“The hero film in Stella Artois’s tie-in with season 2 of the Netflix hit is a 90-second cinematic spot....”
Stella Artois
Premium global lager brand owned by AB InBev subsidiary.
“That quietly restrained menace provides a perfect marriage of brand values for Stella Artois and its ‘There’s Power in the Pour’ positioning...”
AB InBev
Global brewer and brand owner selling beer through trade channels.
“Marcel Marcondes, global chief marketing officer of AB InBev, added: “Stylish, elevated, great taste – attributes of the world’s most premiu...”
Ontology Mapping & Concepts
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