Modelo has announced its 'Best Seat in the House' campaign, a comprehensive initiative that celebrates fútbol fans who find the best seat not in the stadium but wherever their community, the sport, and Modelo come together. The campaign, which represents the brand's largest media investment in fútbol to date, includes new television commercials, partnerships with five renowned players, limited-edition packaging, a capsule collection with Kappa, and expanded stadium and league sponsorships.
According to Logan Jensen, Vice President of Brand Marketing at Modelo, the campaign reflects the brand's genuine appreciation for the sport and its communities. '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,' Jensen said. 'This campaign celebrates that reality and rewards dedicated fans with closer access to the sport through exclusive gear and unforgettable experiences.'
The campaign features five international fútbol stars: Edson Álvarez, Raúl Jiménez, Diego Luna, David Ospina, and Raphinha. Through intimate interviews available on the ModeloUSA YouTube channel here, the players share their personal journeys from passionate fans to professional athletes, highlighting how the love for fútbol ignited in living rooms, neighborhood bars, and local pitches.
Modelo's media presence will be significant, sponsoring all 104 Spanish-language matches on Telemundo and appearing across various media platforms. The brand will also activate nationwide with in-person events at bars, airports, and hotels, offering themed games, a Modelo Michelada cart, and giveaways.
Fans can enhance their watch parties with limited-time packaging featuring a custom ball designed by globally acclaimed designer Jon-Paul Wheatley. The ball design will appear on select 12-packs and 24-packs of Modelo Especial and Modelo Negra this summer, and replicas will be available for sale on ModeloUSA.com while supplies last. Additionally, a limited-edition capsule collection from Modelo and Kappa will include updated fútbol kits, outerwear, and accessories.
To further engage fans, Modelo is running a sweepstakes from April 1 through July 31. By scanning QR codes at retail, fans can enter for a chance to win an upgraded watch party experience and Modelo FC gear. More details are available at the Modelo Fútbol Sweepstakes page.
Modelo is also deepening its investment in professional US soccer with a seven-figure commitment, a 125% increase from the previous season. The brand has become a Founding Partner of Miami Freedom Park and serves as the Official Cerveza of Inter Miami CF and the Exclusive Import Beer of Atlanta United FC and LAFC, joining an extensive roster of US club partnerships.
The campaign underscores Modelo's longstanding connection to fútbol, which has been central to the brand's identity since its founding in 1925 in Tacuba, Mexico. With this integrated effort, Modelo aims to bring the magic of the sport closer to fans, recognizing that the best seat in the house is wherever the passion for the game lives.
