Modelo Launches 'Best Seat in the House' Fútbol Campaign with Star Players

Modelo, the iconic Mexican beer brand, has launched its most ambitious fútbol campaign to date with "Best Seat in the House," celebrating the passionate fans who know the true spirit of the game isn't confined to stadium seats but thrives wherever community, sport, and Modelo converge. The campaign features five international fútbol stars—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, highlighting how their love for the beautiful game was ignited in the same living rooms and local pitches where supporters gather today. This initiative underscores Modelo's 30-year legacy as the "Cerveza for Fútbol," with over 70% of fans associating the brand more than any other beer with the sport, as stated by Logan Jensen, Vice President of Brand Marketing at Modelo.

The campaign is backed by Modelo's largest fútbol media investment ever, including TV commercials airing throughout the summer, sponsorship of all 104 Spanish-language matches, and pre-game broadcasts on Telemundo, alongside expanded digital and out-of-home presence. Fans can enhance their watch parties with special-edition "Cerveza for Fútbol" packaging on Modelo Especial and Modelo Negra, enter the Modelo Fútbol Sweepstakes for a chance to win upgraded gear, and purchase a limited-edition capsule collection from Kappa® and a custom ball designed by Jon-Paul Wheatley, available on ModeloUSA.com. Additionally, Modelo is activating nationwide with in-person events at bars, airports, and hotels, and has significantly increased its investment in Major League Soccer, becoming a Founding Partner of Miami Freedom Park and the Official Cerveza of Inter Miami CF, among other club partnerships.

This fully integrated effort not only rewards dedicated fans with exclusive experiences but also deepens Modelo's connection to the fútbol community, meeting fans wherever they watch through innovative partnerships and activations. The campaign's emphasis on the shared passion between players and supporters, from neighborhood gatherings to professional arenas, reinforces Modelo's commitment to celebrating the Fighting Spirit that defines both the brand and the sport. With elements like the Modelo Fútbol Sweepstakes and collaborations with top talent, Modelo aims to turn every watch party into the ultimate fútbol experience, solidifying its role as a cornerstone of fútbol culture in North America and beyond.