Why Modelo Made its Largest Ever Football Media Investment

Modelo has launched a large-scale, football-based marketing campaign ahead of the World Cup, as part of its ‘Cerveza for Fútbol’ strategy – a multi-year platform to highlight the passion and heritage of football fans. 

The company’s new ‘Best Seat in the House’ campaign is designed to celebrate fans “who know the best seat isn’t always in the stadium, but wherever your people, fútbol and Modelo come together,” says Modelo. 

This campaign will include limited time packaging, commercials alongside games and partnerships with football players Edson Álvarez, Raúl Jiménez, Diego Luna, David Ospina and Raphinha.

Modelo plans to have a significant media presence with this campaign, with the company making its largest media spend in the sport to date.

Logan Jensen, Vice President of Brand Marketing at Modelo, says of the campaign: “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.

“But this goes beyond marketing; it reflects our genuine appreciation for the sport and the communities that live and breathe it.”

The best seat in the house

Modelo’s ‘Best Seat in the House’ TV commercials will air throughout the summer before, during and after matches – with the brand having a presence across all 104 Spanish-language games. 

The company also says it will be refreshing its social and digital content for fans across North America as part of the wider Cerveza for Fútbol campaign, and increasing its experiential marketing through football-themed activities at bars, airports and hotels, working with the company.

Alongside this campaign, the company says it has made a “seven-figure professional US soccer investment,” – a 125% increase from the previous season.

Modelo has become a Founding Partner of Miami Freedom Park and is serving 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 says: “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.”

Shifting consumer behaviour 

This significant marketing investment comes as many beer brands are experiencing significantly lower profits – with studies showing that people are drinking less as consumer habits shift. 

Research from Drinkaware finds that 49% of UK adults in the UK are choosing no or low alcohol options, while Gallup research shows just 62% of young people drink alcohol, compared to 72% in 2001-2003.

Heineken, for instance, saw CEO Dolf van den Brink announce his resignation following a decrease in sales, with the company sharing plans to cut 7% of its workforce across 2026 and 2027 to “unlock” savings of US$500m. 

In an earnings report, Dolf said the company’s priority was to accelerate growth: “Funded by stepped up productivity and operating model changes that will involve a significant cost intervention over the next two years. This will unlock stronger people productivity and enable greater speed and efficiency.”