The Ask

Modelo is known as a beer born with the Fighting Spirit since 1925. Partnering with the Concacaf Gold Cup Tournament, our challenge was to create an on-site, experiential presence for Modelo—one that would proudly amplify the sentiment of the Fighting Spirit campaign as it related not only to the brand, but also to the sport of soccer.

Our Solution

Starting with the brand, we identified the most relevant matches in terms of target audience and expected attendance. We then designed and executed Modelo’s Fighting Spirit Fan Zone—a 40 x 40, covered, multifunctional and interactive space. This is where soccer fans enjoyed drinks, a Modelo x Gold Cup photo wall opportunity, cool giveaways and a soccer skills challenge to win seat upgrades to Dream Seats.


At 11 matches across the US, the Modelo Fighting Spirit Fan Zone drew in 30,450 fans into the footprint, generating 721,000 impressions. Our Soccer Skills challenge game was the most popular activity which received over 5000 entries.