Modelo has launched its new ‘Best Seat in the House’ campaign, emphasizing that the most passionate fútbol fans experience the sport wherever community, the game, and Modelo converge, not necessarily in stadium seats. The fully integrated campaign represents the brand’s largest media investment in fútbol to date and includes new television commercials airing throughout the summer. According to Logan Jensen, Vice President of Brand Marketing at Modelo, this initiative reflects over 30 years of association with the sport and a genuine appreciation for its communities, with research indicating over 70% of fans associate Modelo more than any other beer brand with fútbol.
The campaign features partnerships with five international players—Edson Álvarez, Raúl Jiménez, Diego Luna, David Ospina, and Raphinha—who share their personal journeys from fans to professionals through intimate interviews available on the ModeloUSA YouTube channel. Raphinha noted that the campaign celebrates the passion, traditions, and love for fútbol that extend beyond the stadium. Modelo’s media presence includes sponsorship across 104 Spanish-language matches and every pre-game broadcast on Telemundo, alongside out-of-home, social, and digital content.
Fans can engage with limited-time offerings, including special-edition packaging on select Modelo Especial and Modelo Negra packs featuring a custom ball design by Jon-Paul Wheatley. Replicas of this ball will be available for sale on ModeloUSA.com. A limited-edition capsule collection with Kappa® offers updated fútbol kits and accessories, building on last year’s release. Additionally, the Modelo Fútbol Sweepstakes, accessible via QR codes at retail from April 1 through July 31, gives fans a chance to win upgraded watch party gear.
Modelo is activating nationwide with in-person events at bars, airports, and hotels, featuring fútbol-themed activities and a Modelo Michelada cart. The brand has also increased its professional U.S. soccer investment by 125% this season, becoming a Founding Partner of Miami Freedom Park and the Official Cerveza of Inter Miami CF, while serving as the Exclusive Import Beer of Atlanta United FC and LAFC. This expansion underscores Modelo’s commitment to meeting fans wherever they watch, reinforcing its role as the Cerveza for Fútbol through community-focused experiences and partnerships.
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