Modelo® has unveiled its new ‘Best Seat in the House’ campaign, a fully integrated initiative that redefines the ultimate fútbol viewing experience. The campaign, which marks the brand’s largest media spend in the sport to date, celebrates the most passionate fans who understand that the best seat isn’t always in the stadium, but wherever their people, fútbol, and Modelo come together. According to the company, over 70% of fans associate Modelo more than any other beer brand with the beautiful game, underscoring the brand’s deep-rooted connection to fútbol culture.
As part of the campaign, Modelo has partnered with five renowned players—Edson Álvarez, Raúl Jiménez, Diego Luna, David Ospina, and Raphinha—who embody the resilience and pride that have cemented the brand’s role within the sport. Through intimate interviews available on the ModeloUSA YouTube channel, each player shares where their love for fútbol first ignited and how the passion of fans has 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 and feeling the energy of fans who lived every moment with us. That’s the passion Modelo is celebrating.”
The new television commercials, airing throughout the summer, highlight the true passion of fútbol fandom. The brand will have a presence across all 104 Spanish-language matches on Telemundo, sponsoring every pre-game broadcast. Additionally, Modelo is showing up off the pitch through various media partnerships, out-of-home advertising, and refreshed social and digital content.
To help fans turn their watch parties into the best seat in the house, Modelo is releasing a limited-edition capsule collection in collaboration with Kappa®. The collection builds on last year’s drop with updated fútbol kits, outerwear, and accessories. The brand has also teamed up with globally acclaimed designer Jon-Paul Wheatley to create a custom ball celebrating Latino fútbol fandom. The unique design will be featured on limited-time packaging of select 12-packs and 24-packs of Modelo Especial and Modelo Negra this summer, and replicas of the ball will be available for sale on ModeloUSA.com while supplies last.
Fans can also enter the Modelo Fútbol Sweepstakes by scanning QR codes at retail from April 1 through July 31 for a chance to win an upgraded watch party experience alongside Modelo FC gear. The brand is deepening its role as the Cerveza for Fútbol with a seven-figure investment in professional U.S. soccer, marking a 125% increase this season. Modelo 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, joining an extensive roster of U.S. club partnerships.
Logan Jensen, Vice President of Brand Marketing at Modelo, stated, “For 30 years, Modelo has been synonymous with fútbol, and fans agree. But this goes beyond marketing; it reflects our genuine appreciation for the sport and the communities that live and breathe it. This campaign celebrates that reality and rewards dedicated fans with closer access to the sport through exclusive gear and unforgettable experiences.” The campaign will also include nationwide in-person activations at participating bars, airports, and hotels, turning on-premise locations into the best seat in the house with fútbol-themed activities.
