- Modelo, a component of Constellation Brands, is kicking off the college football season with what the brand calls its largest-ever fan engagement and activation plan, according to a press release.
- The beer marketer is continuous its “Full-Time Fans” campaign with the return of The Recruiter, a cowboy-esque character in quest of notable college football fans. First introduced in 2024, The Recruiter will appear in broadcast integrations, social and digital content, retail promotions and more.
- The effort was developed in collaboration with Disney Advertising and is supported by a 20% year-over-year increase in media investment. Modelo, the Official Beer Sponsor of the College Football Playoff, is expanding its sports marketing play amid weakening demand.
Modelo is doubling down on its college football strategy because the brand struggles amongst its core demographics, including Hispanic consumers who comprise roughly half of Constellation Brand’s beer sales. The continuation of the “Full-Time Fans” campaign is meant to make inroads amongst college football diehards while maintaining certain hallmarks of Modelo promoting, corresponding to dramatic musical cues and cowboy imagery.
The return of The Recruiter is a notable aspect of the campaign. One 30-second spot, “Top-Ranked Recruits,” shows the character introducing himself while profiling different stripes of college football viewers, corresponding to “The Transfer,” who roots for a team to impress his in-laws, and “The Early Season Hopeful,” who believes her team will go all the best way to the championship.
Outside of the video ads, The Recruiter is making campus appearances. His first stop was on the Texas vs. Ohio State game on Aug. 30. Throughout the season, Modelo may also appear alongside the Fox Sports and Big Noon Kickoff crew weekly.
To further cement its presence within the 2025-26 season, the brand is launching a series of QR-based giveaways to present fans the possibility to win prizes, corresponding to trips to games, tailgating experiences and college-inspired merchandise from a collaboration between Modelo and Homefield Apparel. The QR codes, which also help the brand collect first-party data, may be found on retail displays.
Modelo has continued to heavily increase its sports spending in 2025. In March, the brand upped its college basketball media investment by 48% 12 months over 12 months. The emphasis on sports marketing comes as Modelo seeks to maintain its position because the top-selling beer in America, a position it took from Bud Light in 2023.
While Modelo is clinging to that No. 1 spot, trouble could also be ahead. Tariffs on Mexico, where the beer is brewed, and the present U.S. political climate are creating headwinds for the business. Eighty percent of Hispanic consumers are concerned about socioeconomic aspects and 75% are concerned about personal funds, according to a presentation by Constellation Brands At Barclays 18th Annual Global Consumer Staples Conference 2025.
Constellation Brands earlier this week cut its full-year outlook due to worsening macroeconomic conditions and falling demand. The company’s net sales slid 5.8% 12 months over 12 months to $2.52 billion in Q1 of its fiscal 2026, according to an earnings call.
Read the total article here
