Modelo Brings the 'Best Seat in the House' to Fútbol Fans Everywhere

Modelo celebrates fútbol passion with new advertising, player partnerships, and limited-edition gear

Apr. 15, 2026 at 5:11am

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An extreme close-up photograph of a cracked, shimmering soccer ball in high-contrast studio lighting, capturing the luxurious, glamorous textures of a premium sports product.Modelo's new limited-edition soccer ball designed by artist Jon-Paul Wheatley reflects the brand's deep connection to the passion and tradition of fútbol culture.Today in Miami

Modelo is launching a new 'Best Seat in the House' campaign that celebrates fútbol fans and their passion for the sport. The campaign includes new advertising, partnerships with top international fútbol stars, a limited-edition capsule collection with Kappa, and exclusive retail offerings and sweepstakes to bring fans closer to the game.

Why it matters

As a long-time sponsor of fútbol, Modelo is reinforcing its position as the 'Cerveza for Fútbol' by tapping into the deep emotional connection fans have with the sport. The campaign aims to reward dedicated fans and provide them with unique experiences and access, further cementing Modelo's role within the fútbol community.

The details

The 'Best Seat in the House' campaign features new advertising highlighting how the best way to experience fútbol is not just in the stadium, but anywhere fans gather with their loved ones. Modelo is also partnering with five renowned international fútbol players - Edson Álvarez, Raúl Jiménez, Diego Luna, David Ospina, and Raphinha - who share their personal journeys from passionate fans to professional stars. Additionally, Modelo is releasing limited-time packaging, a limited-edition capsule collection with Kappa, and a custom fútbol designed by artist Jon-Paul Wheatley. Fans can also enter a sweepstakes for a chance to win an upgraded watch party experience.

  • The 'Best Seat in the House' campaign will run throughout the summer of 2026.
  • The limited-edition Modelo and Kappa capsule collection will be unveiled soon.
  • The custom Modelo fútbol designed by Jon-Paul Wheatley will be featured on select 12-packs and 24-packs of Modelo Especial and Modelo Negra this summer.
  • The Modelo Fútbol Sweepstakes will run from April 1 through July 31, 2026.

The players

Edson Álvarez

An international fútbol player who is partnering with Modelo to share his journey from passionate fan to professional star.

Raúl Jiménez

An international fútbol player who is partnering with Modelo to share his journey from passionate fan to professional star.

Diego Luna

An international fútbol player who is partnering with Modelo to share his journey from passionate fan to professional star.

David Ospina

An international fútbol player who is partnering with Modelo to share his journey from passionate fan to professional star.

Raphinha

An international fútbol player who is partnering with Modelo to share his journey from passionate fan to professional star.

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What they’re saying

“Every time I step onto the pitch, I think about where it all started, watching matches with my family, playing in the streets and feeling the energy of fans who lived every moment with us. That's the passion Modelo is celebrating with 'Best Seat in the House.' It's not just about being in the stadium; it's about the people, the traditions and the love for fútbol that follows you everywhere.”

— Raphinha

“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.”

— Logan Jensen, Vice President of Brand Marketing at Modelo

What’s next

Modelo will unveil the limited-edition capsule collection with Kappa in the coming weeks, and the custom Modelo fútbol designed by Jon-Paul Wheatley will be available on select 12-packs and 24-packs of Modelo Especial and Modelo Negra throughout the summer.

The takeaway

Modelo's 'Best Seat in the House' campaign demonstrates the brand's deep-rooted connection to fútbol culture, rewarding passionate fans with exclusive access and experiences that go beyond just watching matches in a stadium. By tapping into the emotional bond fans have with the sport, Modelo is solidifying its position as the 'Cerveza for Fútbol'.