Modelo is going
all in on college basketball this season, with new partnerships, activations and advertising.
The beer brand is kicking off the season with an exclusive capsule collection created with
basketball clothier and media brand Slam. The highlight of the collection is a new coach jacket, along with additional team branded merchandise from participating partner schools.
New
creative, part of the brand’s ongoing “Mark of a Fighter” platform, supports the basketball integration with three :30 second spots, running throughout the season. One spot,
“Hustles,” seen here, highlights everyday hardworking people from all walks of life, from a man finishing the day at his
family’s restaurant to a woman arriving home after working a double shift. All reward their hard work with a Modelo. A voice ver says, “That Modelo you earned is just better. That Modelo
is the mark of a fighter.”
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“College basketball fans don’t just watch the game; they live it. They embody the Mark of a Fighter that Modelo celebrates,” said Logan
Jensen, vice president of brand marketing, Modelo, in a press release.
Modelo will also be present at the games themselves, through various activations and partnerships. The Homefield House
College Basketball Tour presented by Modelo will pop up at local bars across nine cities with 16 different activations, all with team merch and giveaways. Slam and Modelo are also partnering on the
“Legends Lounge” experience in Indianapolis, which includes photo opportunities, giveaways and the chance to meet college basketball legends.
Beginning this week through April 8,
customers can scan QR codes on in-store signage to enter for a chance to win the new Slam collab merch in the Modelo College Basketball 2026 Sweepstakes.