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The former England captain appears alongside Theo James in the new Netflix campaign
Sir David Beckham's latest venture places him squarely in the world of Guy Ritchie's criminal underworld drama, The Gentlemen, a show that has generated vast attention over reports that Meghan Markle could potentially join the cast.
The former England captain features alongside actor Theo James in "The Gentlemen's Serve," a global campaign from Stella Artois and Netflix launched ahead of the series' second season.
The collaboration represents the first brand partnership for The Gentlemen and the inaugural multi-market activation between Netflix and AB InBev, Stella Artois' parent company.
It falls under a broader multi-year global deal struck last year between the two companies, designed to weave AB InBev's portfolio of brands into Netflix programming, marketing campaigns and live events across several territories.
The campaign positions Stella Artois as the first brand to partner directly with the series, bringing together two globally recognised figures from sport and entertainment.
Mr James reprises his role as Eddie Horniman opposite Sir David, who serves as a Stella Artois ambassador.
Season two of The Gentlemen arrives on Netflix on September 3, with the campaign designed to build anticipation across multiple territories.
The activation spans the US, UK, Canada, Brazil, Colombia, Mexico, South Africa and South Korea.
GUT Amsterdam developed the creative work alongside Netflix Brand Studio, anchoring it around a central concept: serving a Stella Artois is not merely a pour but a power play.
The idea draws on the brand's established five-step pouring ritual, reimagined through the lens of Mr Ritchie's stylish criminal universe.
A hero film titled "The Auction" sits at the heart of the campaign, flanked by five shorter pieces - "The Clean-Up," "The Sacrifice," "The Angle," "The Cut", and "The Judgement" - each named after a stage of the pouring ritual and given a Gentlemen-inflected twist.
Marcel Marcondes, AB InBev's global chief marketing officer, said: "Stylish, elevated, great taste – attributes of the world's most premium beer and one of the most successful and widely anticipated shows on Netflix.
The Gentlemen is a natural fit to showcase Stella Artois' brewing heritage and iconic pouring ritual, and to have Theo James and David Beckham connect those worlds is a treat for fans everywhere."
Mr James described the partnership as rooted in the show's themes: "The Gentlemen deals with rituals of aristocracy at the highest stakes, and partnering with Stella Artois- a brand internationally recognised for its commitment to excellence and taste - allows us to bring that to life in a whole new way.
"The partnership feels authentic to the story in a way that fans of the show will enjoy."
Beyond the screen, the partnership extends into physical activations. Netflix and Stella Artois, working with branding agency JKR, are taking over The Marlborough pub in London from September 3 to 5.
Visitors can step into a setting styled after the show's world, complete with hidden references to the series, order a Stella Artois poured in the campaign's signature fashion, and take home limited-edition merchandise including personally engraved chalices.
Custom social content will run across both Netflix's and Stella Artois' owned channels, supplementing the campaign films.
The limited-edition chalices form part of the wider merchandise offering tied to the activation.
The partnership sits within a broader AB InBev and Netflix deal that also encompasses co-marketing campaigns linked to titles in Brazil and South Korea.
