Sports and beer are synonymous in the United States, which is why the “Big Four” professional sports leagues have official beer partners.
But college sports now have an official beer partner proudly wearing the title of number one beer in dollar sales in the U.S.
Constellation Brands announced Thursday that Modelo reached a landmark partnership with the NCAA to become the official beer partner of the governing body, gaining exclusive category rights across more than 90 men’s and women’s NCAA championships, including March Madness, the College World Series and Frozen Four.
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March Madness, the signature nickname for the NCAA men’s and women’s college basketball tournaments, will headline this partnership, as Modelo increase its college basketball investment by 65% year over year.
The brand will also debut its first-ever advertising campaign created specifically for the tournament, while fans can also expect retail programming, opportunities to win Final Four experiences and hosting activations throughout college sports.
For those perhaps wondering, “How in the world did Modelo land this partnership?,” look no further than the College Football Playoff (CFP).
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Modelo already serves as the official beer of that tournament, and this deal will build off the six-year relationship already set in place with the CFP.
And after all, Modelo has been established as one of the most popular beers in the country, while also having a strong connection with fan culture in sports.
Modelo has also expanded its roster of NCAA partner schools to 28 and increased college football media investment 18% year over year this season through its high-profile media partnerships.
“Across our sports investments, we start with the fans – what they’re passionate about, where they’re spending their time, and where our brands can authentically add to that experience,” Mallika Monteiro, Constellation Brands’ executive vice president and managing director of beer brands, said in a press release. “Few things inspire the pride, dedication and Fighting Spirit quite like we see in college sports fans, and Modelo has spent years building a presence alongside them at the biggest moments.”
Dan Gavitt, NCAA senior vice president of basketball, added: “Partnering with Modelo creates new revenue opportunities that support NCAA Championships and help strengthen the athletic departments of more than 1,100 NCAA member schools. These investments help expand opportunities across college sports while enhancing the championship experiences that inspire and engage fans nationwide.”
So, whether you prefer Modelo Especial, Modelo Negra, or perhaps one of the two in a traditional Mexican Michelada (look it up and thank me later if you haven’t tried one yourself), it will be even more available and prevalent at NCAA events moving forward with this new deal.