How Constellation Brands Is Building the Next Generation of Cultural Partnerships; Modelo® Becomes the First-Ever Official Beer of the NCAA
Key Highlights
- ➤Modelo becomes first-ever Official Beer Partner of the NCAA
- ➤NCAA deal covers exclusive beer rights across more than 90 championships
- ➤Modelo increases college basketball investment 65% year over year
- ➤Partnership includes exclusive RTD sponsorship rights for SpikedAde
- ➤Modelo college football media investment rises 18% year over year
Expert Statements
Mallika Monteiro, Executive vice president and managing director of beer brands, Constellation Brands
“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, Executive vice president and managing director of beer brands, Constellation Brands
“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.”
Mallika Monteiro, Executive vice president and managing director of beer brands, Constellation Brands
“Becoming the NCAA’s first-ever Official Beer gives us the chance to take that commitment even further, finding new ways to celebrate their passion, reward their dedication and build deeper consumer relationships that ultimately drive growth across our business.”
Dan Gavitt, NCAA senior vice president of basketball
“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.”
Dan Gavitt, NCAA senior vice president of basketball
“These investments help expand opportunities across college sports while enhancing the championship experiences that inspire and engage fans nationwide.”
Key News: * Constellation Brands is advancing a consumer-led growth strategy rooted in understanding what drives consumer passions and translating those insights into cultural partnerships that strengthen brand relevance and drive business growth. * Building on the Modelo Brand’s established connection with sport’s fandom culture, the brand becomes the first-ever Official Beer of the NCAA, securing exclusive category rights across more than 90 men’s and women’s college championships and a year-round platform to connect with fans. * The partnership places Modelo at the center of one of the country’s most powerful 21+ fan communities through national retail programming, championship experiences, local-market activations and exclusive NCAA partner media integrations. * March Madness will anchor the platform, with Modelo increasing its college basketball investment by 65% year over year and debuting its first advertising campaign created specifically for the tournaments. CHICAGO, Nov. 12, 2026 (GLOBE NEWSWIRE) -- Constellation Brands announced today that Modelo, the No. 1 beer in the U.S. by dollar sales¹, will become the first-ever Official Beer Partner of the NCAA. The partnership advances a portfolio-wide strategy that identifies consumer behavior and places Constellation’s brands at the center of the passions, communities and experiences shaping cultural conversations.
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