Modelo is launching its new 'Best Seat in the House' campaign, celebrating fútbol fans who know the best seat isn't always in the stadium but wherever their people, fútbol and Modelo come together. The campaign, backed by the brand's largest media spend in the sport to date, includes new commercials, partnerships with five renowned players, limited-edition packaging and merchandise, and nationwide activations.
For over 30 years, Modelo has been synonymous with fútbol, and a recent study found that over 70% of fans associate Modelo more than any other beer brand with the beautiful game. 'Fútbol isn't just experienced from a stadium seat. It's woven into everyday life,' said Logan Jensen, Vice President of Brand Marketing at Modelo. '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 stars: Edson Álvarez, Raúl Jiménez, Diego Luna, David Ospina, and Raphinha. Through intimate interviews on the ModeloUSA YouTube channel, each player shares where their love for the game first ignited and how fan passion shaped their careers. 'Every time I step onto the pitch, I think about where it all started... That's the passion Modelo is celebrating,' said Raphinha.
Modelo's media presence includes sponsoring all 104 Spanish-language matches on Telemundo, with pre-game broadcasts, out-of-home advertising, and refreshed digital content. The brand is also launching a limited-edition capsule collection with Kappa®, featuring fútbol kits, outerwear, and accessories. Additionally, Modelo teamed up with globally acclaimed designer Jon-Paul Wheatley to create a custom ball, featured on limited-time packaging of select 12-packs and 24-packs of Modelo Especial and Modelo Negra this summer. Replicas of the ball will be available on ModeloUSA.com.
Fans 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 gear. Modelo is also deepening its role as the Cerveza for Fútbol with a seven-figure investment in professional US soccer, a 125% increase this 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.
This campaign underscores Modelo's commitment to fútbol fans, bringing the magic of the sport closer through exclusive experiences and a celebration of the fighting spirit that unites them.
