Modelo

SportBusiness Sponsorship examines how Mexican beer brand Modelo uses a series of watch parties to activate its sponsorship deal with MLS side LA Galaxy.

Confederation of North, Central America and Caribbean Association Football (Concacaf) sponsors Modelo, Qatar Airways, Toyota and Valvoline have stepped up their backing of the governing body by becoming the founding partners of its new W Gold Cup competition.

At the height of the pandemic in Mexico, with live sports shut down across the country, beer brand Corona created a ‘best of’ match between Mexico's biggest soccer rivals.

Mexican beer brand Modelo is paying between $12m (€10.6m/£9.2m) and $14m per year as the new Official Beer of the Ultimate Fighting Championship, according to industry sources.