Fútbol is and has always been the sport of the people. But when FIFA announced its outrageous dynamic pricing for the 2026 World Cup, real fans felt like they were being pushed out.

As the Cerveza for Fútbol, Modelo had something to say.
We used our lack of an offical sponsorship as a major strength. To focus on the 99% of fútbol fandom that happens outside the stadium instead of in it.

Because the best seat isn’t inside a fancy stadium seat. It’s wherever your passion meets your people. A seat Modelo has always been proud to have.