Modelo Launches 'Best Seat in the House' Campaign to Celebrate Fútbol Fandom Beyond Stadiums

Modelo has launched its new 'Best Seat in the House' campaign, celebrating passionate fútbol fans who recognize that the optimal viewing experience extends beyond stadium seating to wherever community, sport, and beer converge. The fully integrated initiative represents the brand's largest media investment in fútbol to date, featuring new television commercials airing throughout the summer across 104 Spanish-language matches with sponsorship of every pre-game broadcast on Telemundo. This substantial presence underscores Modelo's three-decade association with the sport, with over 70% of fans linking the brand more closely to fútbol than any other beer according to a Knit Custom Soccer Study from August 2025.

The campaign partners with five international players—Edson Álvarez, Raúl Jiménez, Diego Luna, David Ospina, and Raphinha—who embody the resilience and pride central to Modelo's identity as the Cerveza for Fútbol. Through intimate interviews available on the ModeloUSA YouTube channel, these athletes trace their journeys from passionate fans to professional stars, highlighting how their beginnings in living rooms, local bars, and neighborhood pitches mirror where supporters gather today. Raphinha emphasized this connection, noting that the passion Modelo celebrates transcends stadium walls, rooted instead in people, traditions, and ubiquitous love for the game.

Fans can enhance their viewing experiences through several limited-time offerings. A special-edition capsule collection with Kappa® features updated fútbol kits, outerwear, and accessories, while a custom ball designed by Jon-Paul Wheatley celebrates Latino fútbol fandom. This unique design appears on limited-time packaging for select Modelo Especial and Modelo Negra packs, with replica balls available for sale on ModeloUSA.com. Additionally, the Modelo Fútbol Sweepstakes, accessible via QR codes at retail from April 1 through July 31, offers chances to win upgraded watch party gear and Modelo FC merchandise.

Modelo is extending its reach through nationwide in-person activations at bars, airports, and hotels, featuring fútbol-themed games, a Modelo Michelada cart, and giveaways. The brand has also significantly increased its professional U.S. soccer investment by 125% this season, becoming a Founding Partner of Miami Freedom Park and serving as the Official Cerveza of Inter Miami CF and the Exclusive Import Beer of Atlanta United FC and LAFC. This expansion complements existing partnerships, reinforcing Modelo's commitment to meeting fans wherever they watch. According to Logan Jensen, Vice President of Brand Marketing at Modelo, the campaign reflects genuine appreciation for the sport and its communities, celebrating how fútbol integrates into daily life and rewarding dedicated fans with exclusive access and experiences.