Modelo Raises a Glass to the Fans Keeping College Football Traditions Alive

Modelo, the Official Beer Sponsor of the CFP, has launched 'It’s Not Just Game Day. It’s Tradition.' The campaign from Grey New York celebrates the fans, rivalries, rituals and communities that make Saturdays more than just a game. Backed by an18% year-over-year increase in media investment, this season marks Modelo’s largest-ever commitment to college football fans.

Three new spots, 'Same Time, Next Year,' 'Texting' and 'Taste of the Tailgate' spotlight the personal rituals and connections that keep college football traditions alive. The creative debuted during Kick off Weekend and will run throughout the 2026-27 season across all major networks and conferences.

Modelo will also appear in top college football games and highlights across ESPN properties all the way through the CFP, continue its presence on Fox's Big Noon Kick off – partnering with Brady Quinn for on-air moments and fan engagement opportunities – and serve as Official Beer Partner and Presenting Sponsor of Barstool Sports’ Mostly Sports with Mark Titus and Brandon Walker.

An expanded Homefield partnership includes a co-branded merchandise collection and the Homefield Can’t Miss Kickoff Tour Presented by Modelo, which will bring alumni appearances and fan events to major markets around marquee matchups.

Limited-edition packaging featuring select partner schools including Georgia, Miami, Oregon, Ohio State and Tennessee will be available in local markets. Fans can also enter the Modelo CFP 2026 Sweepstakes for a chance to win CFP tickets, game-day experiences and exclusive gear from Modelo and Homefield.