Modelo® has launched its new 'Best Seat in the House' campaign, emphasizing that the most passionate fútbol fans 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 commercials, partnerships with five renowned players, limited-edition packaging, and a capsule collection with Kappa®.
For over 30 years, Modelo has been synonymous with fútbol, and according to a Knit Custom Soccer Study from August 2025, over 70% of fans associate Modelo more than any other beer brand with the beautiful game. Logan Jensen, Vice President of Brand Marketing at Modelo, stated, 'Fútbol isn't just experienced from a stadium seat. It's woven into everyday life. 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 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, each player reflects on where their love for the game ignited and how fan passion 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... That's the passion Modelo is celebrating with 'Best Seat in the House.''
Modelo's media presence includes airing new TV commercials throughout the summer and sponsoring all 104 Spanish-language matches on Telemundo, with a presence across every pre-game broadcast. The brand is also expanding its off-pitch presence through various media partnerships, 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. Additionally, Modelo 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 select 12-packs and 24-packs of Modelo Especial and Modelo Negra this summer, with replica balls available for purchase on ModeloUSA.com while supplies last.
To enhance watch parties, Modelo is releasing special 'Cerveza for Fútbol' packaging and a sweepstakes where fans can scan QR codes at retail from April 1 through July 31 for a chance to win upgraded gear. The brand is also deepening its role as the Cerveza for Fútbol through on-premise activations at bars, airports, and hotels nationwide, as well as a seven-figure investment in professional US soccer, marking a 125% increase this season. Modelo 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.
