• by Teresa Buyikian , over 1 hour ago

A new creative effort from Modelo celebrates its customers’ rituals that make football into much more than a game.

The official beer of the college football playoffs this week rolled out the “It's Not Just Game Day. It's Tradition,” campaign, running across ESPN, FOX and NBC networks.

The effort kicks off with the :30 “Same Time, Next Year” spot, seen here, which traces the history, and aging faces, of two Michigan and Ohio State rivals who meet over the years to watch their teams play. The effort continues with “Texting,” seen here, which shows how father and daughter Ducks’ fans stay connected over games despite being physically far apart. A third spot, “Taste of the Tailgate,” features fans at a tailgate, both drinking and cooking with Modelo.

“What makes college football so powerful isn't just what happens on the field, it's the energy, traditions, and sense of belonging that fans create around it,” said Rene Ramos, senior vice president of brand activation, Modelo, in a release. “Game day is built on rituals that connect families, friends, alumni and communities, often across generations. Through ‘It’s Not Just Game Day. It’s Tradition,” we're celebrating the fans whose passion and commitment transform every Saturday into an experience that's bigger than the game itself.”

The campaign, which the brand says “represents an 18% year-over-year increase in media investment in college football” will continue to air throughout the season on major networks.

Modelo has teamed up with vintage licensed apparel maker Homefield on a co-branded capsule collection and accompanying Homefield Can't Miss Kickoff Tour, with popups in major markets with local college football alumni, offering meet-and-greet opportunities and autographs. 

Modelo also serves as the official beer partner and presenting sponsor of Barstool Sports’ “Mostly Sports with Mark Titus and Brandon Walker,” which includes weekly recurring segments and social content across the show’s platforms.