# Modelo boosts marketing investment in college football for new platform The beer brand expands its sports marketing strategy to capture mainstream audiences. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-09-08 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/28b6a6ae-c4a1-4348-88c6-962ce6e2d756 ## Modelo's sports marketing push Modelo has significantly increased its marketing spend on college football as part of a broader strategy to establish a new brand platform. This move comes after years of successful sports sponsorships that have helped the beer brand gain visibility. The company sees college football as an ideal avenue to reach mainstream beer drinkers. Recent campaigns have already shown promising engagement metrics among target demographics. ## Expanding in competitive beer market The beer industry remains highly competitive, with major players constantly vying for consumer attention. Modelo's decision to focus on college football aligns with its goal to differentiate itself in this crowded space. The brand has identified sports marketing as a key driver for growth in the mainstream segment. This approach mirrors successful strategies employed by competitors in recent years. ## Strategic audience targeting College football audiences represent a valuable demographic for beer brands, with strong loyalty and engagement. Modelo's investment targets this passionate fan base to build long-term brand affinity. The sport's national reach provides exposure across diverse markets. This strategy complements Modelo's existing portfolio of sports sponsorships at both professional and collegiate levels. ## Recent marketing performance Modelo's previous sports marketing efforts have yielded measurable results in brand awareness and sales. The company reports increased market share in key regions following similar campaigns. Consumer research indicates growing brand recognition among sports fans. These positive outcomes have justified further investment in this marketing channel. ## Competitive landscape analysis Major beer brands allocate significant portions of their marketing budgets to sports sponsorships. Modelo's increased spend reflects industry trends where alcohol companies compete for premium sporting events. The brand must balance this investment with other marketing channels to maintain a diversified approach. Industry experts note that sports partnerships often deliver superior ROI for beverage brands. ## Long-term brand building Modelo views college football sponsorships as a multi-year investment in brand equity. The company aims to create lasting connections with younger legal-age drinkers through these partnerships. This strategy aligns with broader objectives to position Modelo as a mainstream choice. The brand plans to integrate these sponsorships with digital and social media activations. ## Measurement and analytics Modelo has implemented robust tracking systems to measure the impact of its sports marketing. The company analyzes engagement metrics, sales lift, and brand sentiment following campaigns. Early data from college football initiatives shows positive trends in key performance indicators. These insights help optimize future marketing allocations across different sports properties. ## Industry implications Modelo's increased focus on college football signals broader shifts in alcohol marketing. The move reflects growing recognition of collegiate sports as valuable marketing platforms. Other beverage brands may follow suit, potentially driving up sponsorship costs. This trend could reshape how alcohol companies approach sports marketing in coming years. ## Sources covering this story - https://www.marketingdive.com/news/modelo-hikes-marketing-spend-on-college-football-for-new-platform/829785/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._