Modelo® has launched its new 'Best Seat in the House' campaign, celebrating the most passionate fútbol fans who know the best seat isn't always in the stadium, but wherever your people, fútbol and Modelo come together. The integrated campaign, announced April 14, 2026, includes new advertising, limited-time packaging, a limited-edition capsule collection with Kappa®, partnerships with top fútbol players, and a sweepstakes for upgraded watch party gear.
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.'
Modelo is partnering with five renowned players—Edson Álvarez, Raúl Jiménez, Diego Luna, David Ospina, and Raphinha—who embody the resilience and pride of the brand. Through intimate interviews available on the ModeloUSA YouTube channel, each player shares where their love for the beautiful game first ignited. 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.’'
The campaign features new TV commercials airing throughout the summer as part of Modelo's largest fútbol media investment to date. The brand will sponsor all 104 Spanish-language matches on Telemundo, appearing before, during, and after games, and will have a presence across media partnerships, out-of-home advertising, and digital content.
Fans can gear up with a limited-edition capsule collection from Modelo and Kappa®, featuring updated fútbol kits, outerwear, and accessories. Additionally, Modelo teamed with globally acclaimed designer Jon-Paul Wheatley to create a custom ball celebrating Latino fútbol fandom. The unique 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 sale on ModeloUSA.com while supplies last.
To celebrate fans who never quit on their teams, Modelo is releasing special 'Cerveza for Fútbol' packaging and a sweepstakes. Consumers can scan QR codes at retail from April 1 through July 31 for a chance to win an upgraded watch party experience via the Modelo Fútbol Sweepstakes. Modelo is also deepening its role as the Cerveza for Fútbol with a seven-figure investment in professional U.S. soccer, marking 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.
