Constellation Brands’ Cerveza Modelo® Joins CONCACAF as Official Partner
Agreement designates Modelo as “Official Beer of the CONCACAF Gold Cup” and CONCACAF Champions League through 2020
In an agreement that will run through 2020, Modelo signed on to sponsor a wide range of CONCACAFproperties, including the CONCACAF Gold Cup, Women’s World Cup Qualifying Championship, Women’s Olympic Qualifying Championship, the Futsal Championship, the Beach Soccer Championship and the Scotiabank CONCACAF Champions League.
“We very are excited to welcome Modelo as an official partner of the Confederation,” said CONCACAFGeneral Secretary Philippe Moggio. “We share their passion for football, as well as a commitment to grow and enhance our Confederation’s top championships by connecting with fans through continued, innovative engagement.”
Modelo joins CONCACAF as first-time sponsor of the Confederation’s events and of the Gold Cup, the preeminent national team tournament of the North, Central America and Caribbean region. The company has a remarkable history of broad support for football in North America, including a relationship with U.S. national team defender Omar Gonzalez, who will star in an upcoming U.S. TV spot for Modelo later this year which celebrates his fighting spirit and determination on the football field.
With the agreement, the Modelo brand family – home to the fastest growing beer brand in the U.S. with Modelo Especial1 – becomes the Official Beer of the CONCACAF Gold Cup, as well as the ScotiabankCONCACAF Champions League.
“Our CONCACAF partnership offers Modelo an incredible opportunity to celebrate some of the strongest competitors from around the world through the great mix of tournaments over the next four years,” said Modelo Marketing VP Ann Legan. “The passion and enthusiasm the fans have for the sport ties perfectly with the brand’s energy and our consumers’ fighting spirit.”
Beginning this summer, Modelo will continue to ignite fans’ passion for football with a robust national retail promotion that features a consumer sweepstakes to enter for a chance to win an international soccer experience trip in 2018. Modelo will also bring the brand’s “fighting spirit” to life through consumer activations during the Gold Cup tournaments around the country. Die-hard soccer fans will have the chance to upgrade their tickets for an ultimate VIP experience with the Modelo “Dream Seats” for a unique opportunity to watch the beautiful game. The deal also includes in-stadium signage, as well as branded hospitality and fan zone activations.
Taking place every two years, the CONCACAF Gold Cup is the official national team championship of the region, which includes North and Central America and the Caribbean. Drawing large crowds and millions of television viewers from across the region, the Gold Cup is a celebration of soccer, sportsmanship, and culture.
To date, 11 of the 12 Member Associations scheduled to participate have qualified for this year’s tournament. Those national teams are, in alphabetical order: Canada, Costa Rica, Curacao, El Salvador, French Guiana, Honduras, Jamaica, Martinique, Mexico, Panama and the United States, all of which will compete for the Confederation title in July. Haiti and Nicaragua will face off in a home-and-away play-in series during the FIFA match dates in late March to decide the 12th and final participating Member Association for the tournament.
This year’s event will be broadcast live in the United States on FOX and Univision networks, transmitted on radio in Spanish by the Futbol de Primera network, and broadcast by additional rights partners in countries around the world.
About CONCACAF
The Confederation of North, Central America and Caribbean Association Football (CONCACAF) is the governing body for soccer in the region, and one of six continental authorities that administer the game along with FIFA. Formed in 1961 from the merger of the Football Confederation of Central America and the Caribbean and the North American Football Confederation, CONCACAF now has 41 member associations, from Canada in the north to Guyana, Suriname and French Guiana on the South American continent. As the administrative body for the region, CONCACAF organizes competitions, offers training courses in technical and administrative aspects of the game, and helps to build football throughout the region.
About Casa Modelo
Born in 1925 in the small town of Tacuba, Mexico, Modelo has been brewing distinctive high quality beer ever since, including Modelo Especial®, Modelo Negra™ and Modelo Chelada Especial™. Modelo Especial is a golden, full-flavored Pilsner-style Lager with a clean, crisp finish whose original recipe was first brewed under the vision to create a ‘model’ beer. As the #2 imported beer in the U.S., more than 83MM cases of Modelo Especial were sold in 2016. Modelo Negra is a Munich Dunkel-style Lager brewed with slow-roasted caramel malts for a rich, smooth taste. The medium-body and unique flavor profile of Modelo Negra lends itself perfectly to pair well with food. Modelo Chelada Especial is a michelada-style beer made with the refreshing flavors of tomato, salt and lime. Made with authentic ingredients, Modelo Chelada Especial delivers the real michelada experience in a ready-to-drink package. The Modelo family of beers are exclusively brewed, imported and marketed for the U.S. by Constellations Brands.
1BMI Beer Category Shipment Data Jan 2014 – Dec 2016
