Modelo is launching its new 'Best Seat in the House' campaign, reinforcing its decades-long association with fútbol by celebrating the fans who bring passion to the sport from outside the stadium. The campaign, backed by the brand's largest media investment in fútbol, will feature new commercials, limited-edition packaging, a capsule collection with Kappa®, and partnerships with players Edson Álvarez, Raúl Jiménez, Diego Luna, David Ospina, and Raphinha. The initiative underscores that the best seat isn't defined by a location but by being with your people, fútbol, and Modelo.
Logan Jensen, Vice President of Brand Marketing at Modelo, stated, 'For 30 years, Modelo has been synonymous with fútbol, and fans agree – over 70% of fans associate Modelo more than any other beer brand with the beautiful game. But this goes beyond marketing; it reflects our genuine appreciation for the sport and the communities that live and breathe it.' The campaign aims to reward dedicated fans with closer access to the sport through exclusive gear and experiences.
As part of the campaign, Modelo is partnering with five renowned players who embody resilience and pride. Through intimate interviews, each player shares where their love for the game first ignited and how fan passion shaped their careers. Raphinha noted, 'Every time I step onto the pitch, I think about where it all started, watching matches with my family, playing in the streets. That’s the passion Modelo is celebrating with “Best Seat in the House.”' The interviews are available on the ModeloUSA YouTube channel.
The campaign includes a significant media presence, with Modelo sponsoring all 104 Spanish-language matches on Telemundo and airing new commercials throughout the summer. Off the pitch, Modelo will show up across various media partnerships, out-of-home advertising, and refreshed social and digital content. Additionally, a limited-edition capsule collection from Kappa® will be unveiled, featuring fútbol kits, outerwear, and accessories. Modelo also teamed up with globally acclaimed designer Jon-Paul Wheatley to create a custom ball featured on select packaging and available for purchase on ModeloUSA.com.
Fans can find special 'Cerveza for Fútbol' packaging on select 12- and 24-packs of Modelo Especial and Modelo Negra. They can enter the Modelo Fútbol Sweepstakes by scanning QR codes at retail from April 1 through July 31 for a chance to win upgraded watch party experiences and Modelo FC gear. Modelo is also deepening its role as the Cerveza for Fútbol with a seven-figure investment in professional US soccer, marking a 125% increase this season. The brand has become a Founding Partner of Miami Freedom Park and now serves as the Official Cerveza of Inter Miami CF and the Exclusive Import Beer of Atlanta United FC and LAFC, among other club partnerships.
