Modelo has announced its new 'Best Seat in the House' campaign, a fully integrated initiative that celebrates fútbol fans who know the best seat isn't always in the stadium, but wherever their people, fútbol, and Modelo come together. The campaign, which represents the brand's largest media spend in the sport to date, includes new television commercials, partnerships with five renowned players, limited-edition packaging, and a capsule collection with Kappa.
According to Modelo, over 70% of fans associate Modelo more than any other beer brand with fútbol, a connection the brand has cultivated for 30 years. '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. The campaign aims to reward dedicated fans with exclusive gear and experiences.
Modelo is partnering with players Edson Álvarez, Raúl Jiménez, Diego Luna, David Ospina, and Raphinha, who share their personal journeys from passionate fans to international stars through intimate interviews available on the ModeloUSA YouTube channel. 'Every time I step onto the pitch, I think about where it all started, watching matches with my family,' said Raphinha. These stories highlight how the passion of fútbol fans has shaped their careers.
The 'Best Seat in the House' TV commercials will air throughout the summer as part of Modelo's largest fútbol media investment. The brand will have a presence across all 104 Spanish-language matches on Telemundo, sponsoring every pre-game broadcast. Additionally, Modelo is investing in out-of-home advertising and refreshed social and digital content.
Fans can gear up with a limited-edition capsule collection from Modelo and Kappa, featuring fútbol kits, outerwear, and accessories. Modelo also collaborated with globally acclaimed designer Jon-Paul Wheatley to create a custom ball celebrating Latino fútbol fandom. The ball's design will appear on limited-time packaging of Modelo Especial and Modelo Negra 12-packs and 24-packs, and replicas will be available for purchase on ModeloUSA.com.
To turn watch parties into the best seat in the house, Modelo is releasing special 'Cerveza for Fútbol' packaging and a sweepstakes from April 1 through July 31. Fans can scan QR codes at retail for a chance to win upgraded gear. The brand is also activating at participating bars, airports, and hotels with fútbol-themed activities, including a Modelo Michelada cart and giveaways.
Modelo is 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, joining an extensive roster of US club partnerships.
