Dive Brief:

• Modelo, a part of Constellation Brands, is kicking off the college football season with what the brand calls its largest-ever fan engagement and activation plan, according to a press release.
• The beer marketer is continuing its “Full-Time Fans” campaign with the return of The Recruiter, a cowboy-esque character in search of notable college football fans. First introduced in 2024, The Recruiter will appear in broadcast integrations, social and digital content, retail promotions and more.
• The effort was developed in collaboration with Disney Advertising and is supported by a 20% year-over-year increase in media investment. Modelo, the Official Beer Sponsor of the College Football Playoff, is expanding its sports marketing play amid weakening demand.

Dive Insight:

Modelo is doubling down on its college football strategy as the brand struggles among its core demographics, including Hispanic consumers who comprise approximately half of Constellation Brand’s beer sales. The continuation of the “Full-Time Fans” campaign is intended to make inroads among college football diehards while maintaining certain hallmarks of Modelo advertising, such as dramatic musical cues and cowboy imagery. 

The return of The Recruiter is a notable aspect of the campaign. One 30-second spot, “Top-Ranked Recruits,” shows the character introducing himself while profiling different stripes of college football viewers, such as “The Transfer,” who roots for a team to impress his in-laws, and “The Early Season Hopeful,” who believes her team will go all the way to the championship.

Outside of the video ads, The Recruiter is making campus appearances. His first stop was at the Texas vs. Ohio State game on Aug. 30. Throughout the season, Modelo will also appear alongside the Fox Sports and Big Noon Kickoff crew weekly. 

To further cement its presence in the 2025-26 season, the brand is launching a series of QR-based giveaways to present fans the chance to win prizes, such as trips to games, tailgating experiences and college-inspired merchandise from a collaboration between Modelo and Homefield Apparel. The QR codes, which also help the brand collect first-party data, can be found on retail displays.

Modelo has continued to heavily increase its sports spending in 2025. In March, the brand upped its college basketball media investment by 48% year over year. The emphasis on sports marketing comes as Modelo seeks to maintain its position as the top-selling beer in America, a position it took from Bud Light in 2023.

While Modelo is clinging to that No. 1 spot, trouble may be ahead. Tariffs on Mexico, where the beer is brewed, and the current U.S. political climate are creating headwinds for the business. Eighty percent of Hispanic consumers are concerned about socioeconomic factors and 75% are concerned about personal finances, according to a presentation by Constellation Brands At Barclays 18th Annual Global Consumer Staples Conference 2025.

Constellation Brands earlier this week cut its full-year outlook due to worsening macroeconomic conditions and falling demand. The company’s net sales slid 5.8% year over year to $2.52 billion in Q1 of its fiscal 2026, according to an earnings call.