The Recruiter is back for Modelo
The official beer sponsor of the College Football Playoff evolves its highly successful full-time fans campaign through increased media investments and new fan experiences.
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College football is back, and Modelo, the Official Beer Sponsor of the College Football Playoff, is making its biggest play yet for the sport’s most dedicated fans.
The brand announced its largest-ever fan engagement and activation plan for the 2025-26 season, developed in collaboration with Disney Advertising and powered by a 20% year-over-year increase in media investment to put Modelo front and centre everywhere Full-Time Fans experience the game until the next College Football Playoff National Champion is crowned.
Headlining the campaign, created by Grey New York, is the return of the fan-favourite character, “The Recruiter,” backed by all-new advertising, broadcast media integrations, refreshed digital and social content, retail promotions, talent and apparel partnerships and more. Originally introduced last season, “The Recruiter” is always on the lookout for the most passionate and dedicated Full-Time Fans to reward their fandom with Modelo.
“We’re inspired every season by the fighting spirit of college football fans, which is why we’re proud to bring back ‘The Recruiter’ to help us celebrate the unique communities, rich traditions, and unmatched excitement that define the sport,” said Logan Jensen, Vice President of Brand Marketing, Modelo. "As the Official Beer Sponsor of the College Football Playoff, Modelo is committed to showing up bigger and better each year, making our mark alongside Full-Time Fans and cementing our place at the heart of college football culture.”
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“College football delivers some of the most passionate fans and most unforgettable moments in sports, and Disney provides the platform for brands, like Modelo, to tap into that energy,” said Andrew Messina, SVP, Sales, Disney Advertising. “From Kickoff Week through the College Football Playoff National Championship, this collaboration showcases the power of college football to drive cultural impact and Disney’s ability to bring brands closer to the moments, traditions, and communities fans care about most.
To embed “The Recruiter” in the most meaningful college football moments of the season, Modelo will air several new TV spots across all networks and major conferences. The spots highlight how college football stars are not only found on the field but also in the stands, giving the sport’s biggest fans the moment and reward they deserve. “Top Ranked Recruits,” which debuted August 23 on ESPN, showcases “The Recruiter” celebrating the unique rituals and characteristics of elite Full-Time Fans across the country.
The Full-Time Fan recruiting doesn’t stop when the commercial ends. “The Recruiter” will show up on campuses hosting marquee matchups across the country and will be live during some of college football’s biggest broadcasts of the year to recognise Full-Time Fans.
