MODELO EXPANDS COLLEGE SPORTS PRESENCE WITH BASKETBALL PUSH

Modelo is intensifying its commitment to college sports by expanding into basketball with a national sweepstakes, exclusive merchandise in partnership with SLAM, and a strong media presence across every tournament game. The brand’s “Mark of a Fighter” campaign will resonate with fans through new commercials and immersive nationwide fan experiences.  

Modelo, the beer brand long associated with celebrating the passion of college football fans, is making a decisive move into basketball with a major expansion that underscores its growing investment in collegiate sports. The company announced a wide-ranging campaign that will see it activate across retail, media, and fan experiences during the 2026 college basketball season, aiming to capture the energy and loyalty of basketball enthusiasts nationwide.  

At the heart of this expansion is the Modelo College Basketball 2026 Sweepstakes, developed in partnership with SLAM, the influential basketball media brand. The sweepstakes brings the atmosphere of the stadium into retail spaces, offering fans the chance to win exclusive merchandise through a limited-edition capsule collection. The collection includes a new coach jacket and team-branded gear representing partner schools such as Arkansas, Florida, Kansas, Miami, Michigan, North Carolina, South Carolina, Tennessee, and Wisconsin. Fans can enter by scanning QR codes on in-store signage until April 8, giving them a fresh way to showcase their team pride throughout the tournament.  

Logan Jensen, vice president of brand marketing at Modelo, emphasised the cultural resonance of the campaign. “College basketball fans don’t just watch the game; they live it. They embody the Mark of a Fighter that Modelo celebrates,” he said. “Our deep connection with passionate football fans inspired us to double down on our investment in college sports and bring that same energy and commitment to basketball fans in a bigger way than ever before.”  

The brand’s “Mark of a Fighter” ethos, which has become a cornerstone of its identity, will be further amplified through new television commercials airing during every tournament game. These spots evolve the campaign by highlighting everyday, relatable moments, positioning Modelo as the ultimate reward for the grind, hustle, chaos, and pride that consumers experience daily. The narrative mirrors the dedication of college basketball fans, who are known for their unwavering support and emotional investment in their teams.  

Beyond retail and broadcast, Modelo is also activating nationwide on-premise fan experiences, ensuring that the excitement of the tournament extends beyond the court. These activations are designed to immerse fans in the atmosphere of college basketball, reinforcing Modelo’s role as a brand that celebrates resilience, pride, and community.  

The partnership with SLAM adds credibility and cultural weight to the initiative, tapping into SLAM’s longstanding influence in basketball culture. By aligning with a brand that has deep roots in the sport, Modelo strengthens its connection with fans who see basketball not just as entertainment but as a way of life.  

This expansion marks a significant milestone in Modelo’s broader strategy to embed itself within the fabric of American college sports. Having successfully cultivated loyalty among football fans, the brand is now poised to replicate that success in basketball, leveraging its “Mark of a Fighter” campaign to resonate with a new audience.  

As the tournament unfolds, Modelo’s presence will be felt across retail shelves, television screens, and fan experiences nationwide, signalling a bold commitment to celebrating the passion and pride of college basketball fans in 2026 and beyond.