STZ · News · 20261112N

Cultural Brand Partnerships

CONSTELLATION BRANDS, INC. · 2026-11-12 · Importance 31 · Surprise 42

Constellation Brands is using consumer-led cultural partnerships to strengthen brand relevance and support growth. Modelo became the NCAA’s first-ever Official Beer, gaining exclusive category rights across more than 90 men’s and women’s college championships. The year-round partnership gives Modelo a platform to connect with college sports fans and builds on the brand’s existing association with sports fandom.

Key facts

• Modelo became 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. source