• by Teresa Buyikian , Yesterday

Modelo’s latest effort for the World Cup recognizes those fans who enjoys watching the game with friends, far away from the stadium.

The Mexican beer’s ”Best Seat in the House” campaign runs across the U.S., representing the brand’s “largest fútbol media investment to date,” with TV spots set to air during 104 Spanish-language matches. Modelo is also sponsoring every pregame broadcast on Telemundo.

In the first spot, seen here, fans are gathered to watch World Cup games. A voiceover says, “This isn’t the best seat in the house… this is,” first showing the crowd at a World Cup match, but then panning back to reveal a TV. The spot goes on to show fans watching the game on a rooftop, at a construction site and at a bodega.

 The voiceover continues, “Because sometimes the best seat isn't even a seat at all. It can be anywhere at any time, but not with just anyone… where your passion is amplified by the sound of your people.”

“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,” said Logan Jensen, vice president of brand marketing at Modelo.

The campaign extends to social videos, such as seen here, featuring soccer stars Edson Álvarez, Raúl Jiménez, Diego Luna, David Ospina, and Raphinha, discussing how they rose from fans to players in the “same living rooms, neighborhood bars and local pitches” where their supporters now watch them play.

The brand is partnering with Italian sportwear brand Kappa for a second year to release an updated merch drop with fútbol kits, outerwear and accessories that are available on ModeloUSA.com while supplies last.

And designer Jon-Paul Wheatley has teamed up with Modelo on a  custom soccer ball that celebrates “Latino fútbol fandom,” which is also featured on the packaging for 12-and 24-packs of Modelo Especial and Modelo Negra.  The packaging also contains a QR code to enter a sweepstakes to win a “watch party experience” and merchandise.