Made for This Moment: Modelo Taps Into the Power of Fútbol in 2026

Modelo is "La Cerveza del Fútbol"
For 30 years, Modelo has been embedded in fútbol culture – and the brand has more recently cemented its place in the sport as “La Cerveza del Fútbol.” In 2026, the brand is stepping up its presence around the game to help fans everywhere celebrate their passion for the sport. And as fútbol’s popularity surges across the U.S., the brand is uniquely positioned to lead the moment. In fact:  

• More than 70% of beer drinkers associate Modelo with fútbol—more than any competitor in the beer category.¹
  
• 80% of Modelo drinkers associate the brand with fútbol, which also leads the beer category.¹
  
• 92% of Modelo drinkers say they are somewhat or very likely to purchase Modelo specifically to watch a soccer match.¹

"Best Seat in The House” Campaign and Showing Up Big in 2026
This year, Modelo is reminding fans why it’s "La Cerveza del Fútbol" with new advertising that shows “The Best Seat in the House” isn’t defined by a location, but by being wherever your people, fútbol and Modelo come together.

“Fútbol isn't just experienced from a stadium seat. It's woven into everyday life,” said Logan Jensen, Vice President of Casa Modelo, during an April interview with Marketing Daily. “This campaign celebrates that reality and rewards dedicated fans with closer access to the sport through exclusive gear and unforgettable experiences."

The fully integrated campaign will bring the magic of the sport closer to fans through partnerships with top fútbol talent Edson Álvarez, Raúl Jiménez, Diego Luna, David Ospina, and Raphinha.

This year, the brand is making its largest media investment around fútbol to date – showing up before, during, and after games with a presence across more than 100 Spanish-language matches, in addition to sponsoring pre-game broadcasts on Telemundo.  

“We can put this huge investment behind soccer and reach a ton of people. It’s not a niche sport — it’s obviously the most popular sport in the world — but in the U.S., it is becoming such a meaningful sport with such a huge fan base,” Jensen told Marketing Dive in an April interview. “As the biggest beer brand, we’ve now got the platform to really celebrate that in a big way. Those two things coming together are leading to us going all in.” 

Celebrating Every Goal with Modelo 
The brand is helping fans celebrate the game’s biggest moments with limited-edition packaging featuring a custom ball that celebrates Latino fútbol fandom, created in collaboration with globally acclaimed designer Jon-Paul Wheatley. 

The unique design is featured on select 12-packs and 24-packs of Modelo Especial and Modelo Negra, while replicas of the limited-edition ball will be available for purchase on ModeloUSA.com, while supplies last.  

Winning On-Premise and at Retail Through Fútbol in 2026
Modelo is turning on-premise locations into the best seat in the house with fútbol-themed activities, including themed games, a Modelo Michelada cart, giveaways and more at participating bars, airports and hotels nationwide.

Additionally, the brand is showing up at retail through eye-catching displays featuring the limited-edition packaging and culturally relevant design elements, helping the brand create moments that connect instantly with fan passion.

By bringing the energy of the game directly to the point of purchase, the brand is creating opportunities for fans to engage with fútbol culture at retail. This strategic presence not only reinforces the brand’s “La Cerveza del Fútbol” legacy, but it positions the brand to continue its momentum around the sport in 2026—meeting fans where they are and inspiring them to celebrate the game in real time. 

Modelo Expands Presence Across the U.S. Through MLS Sponsorships 
Modelo is also deepening its role as the “La Cerveza del Fútbol” with a seven-figure professional U.S. soccer investment, marking a 125% increase this season compared to 2025. The brand has become the Official Import Beer of Atlanta United, the Official Cerveza of LAFC, and more, joining an extensive roster of U.S. club partnerships. 

What’s Next for Modelo and Fútbol in 2026 
Building on decades of credibility and deep cultural connection, the brand is connecting with fútbol fans in dynamic, immersive ways to celebrate the game. With momentum on its side, Modelo is proving it’s not just a cerveza, but that it’s "La Cerveza del Fútbol."

Be sure to follow Modelo USA on Instagram to keep up with the brand as it activates around fútbol in 2026! 

¹Knit Custom Soccer Study. August 2025