March 1 – Mexican beer brand Modelo has signed a four-year sponsorship deal with CONCACAF that will make it the Official Beer of the CONCACAF Gold Cup, as well as the Scotiabank CONCACAF Champions League.
The agreement runs through to end 2020 and also includes the Women’s World Cup Qualifying Championship, Women’s Olympic Qualifying Championship, the Futsal Championship, and the Beach Soccer Championship.
Modelo is the fastest growing beer brand in the US and has a number of football sponsorships in North America, including a relationship with US national team defender Omar Gonzalez who will star in an upcoming U.S. TV spot for Modelo later this year.
CONCACAF General Secretary Philippe Moggio said: “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 is a first-time sponsor of the confederation’s events and will focus its activation on the US market with a 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 run a number of consumer activations during the Gold Cup this summer in the US.
The deal also includes in-stadium signage, as well as branded hospitality and fan zone activations.
“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.” ‘Fighting spirit’ is not a marketing attribute that would be advisable for a consumer campaign for a beer brand in Europe.
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