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The Official Beer Sponsor of the CFP celebrates the rituals, rivalries and communities that define the sport through the brand’s largest-ever commitment to celebrating college football culture

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  • Modelo unveils its new “It’s Not Just Game Day. It’s Tradition.” marketing platform, celebrating the fans and rituals that define college football, headlined by three new broadcast spots that will air throughout the 2026-27 season across all networks and major conferences.
  • Strategic media partnerships with ESPN, FOX and Barstool Sports, among others, represent an 18% year-over-year increased media investment, further embedding Modelo into college football culture.
  • The brand is expanding its partnership with Homefield to deliver co-branded merchandise, activations and content with local fanbases around marquee matchups.

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CHICAGO, Sept. 03, 2026 (GLOBE NEWSWIRE) — College football traditions don’t survive on their own. They’re carried forward by the fans who rearrange their Saturdays, get up early for tailgates, gather their same crew, take cross-country road trips and preserve the rituals that define the sport. This season, Modelo, the Official Beer Sponsor of the CFP, is celebrating those fans with “It’s Not Just Game Day. It’s Tradition.” – a new marketing campaign recognizing the fans who make college football feel like more than just a game.

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College football fans will see the campaign come to life across three new broadcast spots that capture the human connections that turn ordinary Saturdays into traditions. “Same Time, Next Year” follows two fans on opposing sides of the Michigan and Ohio State rivalry who come together year-after-year to watch their schools face off. “Texting” tells a story of a daughter and her father whose simple game day ritual keeps them connected from afar, while “Taste of the Tailgate” showcases the natural role of Modelo at the tailgate and celebrates the unsung fans whose pregame routines – like manning the grill – keep the tradition running week after week. The spots debuted this weekend across ESPN, FOX and NBC networks and will air throughout the season on all major networks and conferences.

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Beyond the screen, the campaign meets fans where they gather – rolling out across retail aisles, local bars and digital channels nationwide to champion the rituals that make game day sacred. The new campaign also provides Modelo the opportunity to authentically engage local fanbases through school-specific creative and activations.

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“What makes college football so powerful isn’t just what happens on the field, it’s the energy, traditions, and sense of belonging that fans create around it,” said Rene Ramos, Senior Vice President of Brand Activation, Modelo. “Game day is built on rituals that connect families, friends, alumni, and communities, often across generations. Through ‘It’s Not Just Game Day. It’s Tradition.,’ we’re celebrating the fans whose passion and commitment transform every Saturday into an experience that’s bigger than the game itself.”

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Media Partnerships at the Center of Fan Culture
Modelo is embedding itself in the culture of college football through an expansive list of partnerships with the sport’s biggest platforms and personalities, spanning broadcast, social and digital media, as well as sportsbook, rideshare and delivery platforms. This represents an 18% year-over-year increase in media investment in college football – the brand’s largest to date. Starting with Kickoff Weekend coverage, Modelo will show up in top college football games and highlights across ESPN properties all the way through the CFP. The brand will have a continued presence as the beer sponsor of Fox’s Big Noon Kickoff and partner with Brady Quinn for exclusive on-air moments and fan engagement opportunities, including the Modelo trailer on set each week. Modelo is also the Official Beer Partner and Presenting Sponsor of Barstool Sports’ Mostly Sports with Mark Titus and Brandon Walker, which includes weekly recurring segments, in-studio signage and custom social content distributed across the show’s platforms to bring the debates and traditions surrounding the biggest games directly to fans.