Modelo® is launching its new 'Best Seat in the House' campaign, celebrating the most passionate fútbol fans who know that the best seat isn't always in the stadium, but wherever your people, fútbol and Modelo come together. The campaign, which includes new commercials, represents the brand's largest media spend in the sport to date.
The campaign brings Modelo's Fighting Spirit to life through partnerships with five renowned players: Edson Álvarez, Raúl Jiménez, Diego Luna, David Ospina, and Raphinha. Their personal stories trace their journeys from passionate fans to international stars, highlighting how the love for the game ignited in living rooms and local pitches. The interviews are available on the ModeloUSA YouTube channel.
Fans can turn their watch parties into the best seat in the house with special-edition packaging, a sweepstakes for upgraded gear, a limited-edition capsule collection from Kappa®, and a custom ball from globally acclaimed designer Jon-Paul Wheatley. The custom ball 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.
Modelo meets fans wherever they watch through nationwide in-person activations and an expanded investment in MLS and stadium partnerships. The brand 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 US club partnerships.
Logan Jensen, Vice President of Brand Marketing at Modelo, stated, 'For 30 years, Modelo has been synonymous with fútbol, and fans agree – over 70% of fans associate Modelo more than any other beer brand with the beautiful game. This campaign celebrates that reality and rewards dedicated fans with closer access to the sport through exclusive gear and unforgettable experiences.'
The 'Best Seat in the House' TV commercials will air throughout the summer as part of the brand's largest fútbol media investment to date. Modelo will show up before, during, and after summer matches with a presence across all 104 Spanish-language matches, sponsoring every pre-game broadcast on Telemundo.
