Modelo Launches 'Best Seat in the House' Campaign with Largest Fútbol Media Investment to Date
Modelo is launching a major integrated marketing campaign celebrating fútbol fandom with new commercials, star athlete partnerships, exclusive merchandise, and its largest-ever media spend in the sport, reinforcing its position as the Cerveza for Fútbol.
Modelo has launched its new 'Best Seat in the House' campaign, celebrating passionate fútbol fans who know the best viewing experience isn't always in the stadium but wherever people, fútbol, and Modelo come together. The campaign represents the brand's largest media investment in the sport to date, with a significant presence across 104 Spanish-language matches and sponsorship of every pre-game broadcast on Telemundo.
The initiative 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. These stories highlight how their careers began in the same living rooms, bars, and local pitches where supporters gather today.
Fans can enhance their watch parties with special-edition packaging on select 12- and 24-packs of Modelo Especial and Modelo Negra, featuring a custom ball design by globally acclaimed designer Jon-Paul Wheatley. Replicas of this limited-edition ball will be available for sale on ModeloUSA.com. Additionally, a new capsule collection with Kappa® offers updated fútbol kits, outerwear, and accessories.
Retail sweepstakes allow fans to enter by scanning QR codes from April 1 through July 31 for a chance to win upgraded watch party gear. Modelo is also activating nationwide at bars, airports, and hotels with fútbol-themed activities, a Modelo Michelada cart, and giveaways.
The brand has significantly 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 also serving as the Exclusive Import Beer of Atlanta United FC and LAFC. This expansion strengthens Modelo's role within the sport, building on over 30 years of activation and a strong fan association, with over 70% of fans linking Modelo more than any other beer brand with fútbol.
Logan Jensen, Vice President of Brand Marketing at Modelo, emphasized that the campaign reflects the brand's genuine appreciation for the sport and its communities, noting that fútbol is woven into everyday life beyond the stadium. The fully integrated effort aims to bring the magic of the sport closer to fans through exclusive experiences and gear, celebrating the dedication of supporters who never quit on their teams.