Modelo Especial taps U.S. and Mexican Soccer Stars Miguel Layún as Brand Ambassador for Summer Marketing Campaign

Constellation Brands announced that internationally-renowned soccer player Miguel Layún will serve as brand ambassador for Modelo Especial. The brand has partnered with Layún as part of its summer marketing campaign, which centers around the sport of soccer.

The summer campaign positions Modelo Especial as the “Official Beer of the Beautiful Game” and offers consumers a chance to win a trip to meet either Miguel Layún and watch him play in a regular season match.

“Despite being one of the fastest growing beer brands in the country and its ranking as the #2 imported beer in the U.S., Modelo Especial is a brand that has relatively low awareness among consumers,” said Jim Sabia, chief marketing officer, Constellation Brands, the exclusive U.S. importer of Modelo Especial. “So, we’re making significant investments in sports marketing and our association with soccer to introduce Modelo Especial to more consumers.”