Rene Ramos, Senior Vice President of Brand Activation at Constellation Brands, has played a pivotal role in shaping the company’s marketing efforts within the dynamic world of soccer. From leveraging sponsorships to engaging consumers through retail programs, Ramos shares insights into how Constellation Brands has navigated the complexities of soccer marketing. With brands like Modelo and Corona leading the charge, Ramos discusses their soccer-related initiatives’, challenges, and future while offering valuable lessons for marketers aiming to connect with soccer fans worldwide.
The Evolution of Soccer Activations at Constellation Brands
Soccer has long been a cornerstone of Constellation Brands’ consumer engagement strategy. However, its role has evolved significantly over time, adapting to shifts in marketing opportunities and consumer preferences.
“Soccer has always been a component of our consumer engagement strategy for our portfolio with and without formal sponsorships, but its role has shifted in how it plays from brand to brand over the years,” says Ramos. “In earlier years, without meaningful sponsorship opportunities, we turned to media and broadcast integrations to engage with consumers via soccer. Whether this was brand integration on Liga MX, Mexican or USA national teams, Gold Cup, etc., and/or traditional media buys on linear/network TV for Corona and Modelo. As the years have progressed, we’ve looked to personal services agreements with prominent USA and Mexico stars on the national team to bolster our retail programming along with social, digital, and TV spots in support of crucial tentpole soccer moments, specifically for Modelo Especial, while still maintaining a media presence for several brands in the portfolio.”
In recent years, Constellation Brands has deepened its soccer involvement through sponsorships and strategic partnerships. “In the last 6 years, we’ve integrated sponsorships as part of the mix, resulting in partnerships with the CONCACAF Gold Cup and various MLS teams. We continued to work with national team stars on Modelo Especial. These allow us to activate soccer at retail, create programs that drive feature and display activity in grocery/convenience store channels, and program in bars and restaurants that feature matches,” Ramos explains.
“Soccer has always been a component of our consumer engagement strategy for our portfolio with and without formal sponsorships, but its role has shifted in how it plays from brand to brand over the years.”
Rene Ramos Constellation Brands: Remaining Challenges in Soccer-Related Marketing
Despite its global popularity, soccer presents unique challenges for marketers aiming to create impactful activations. According to Ramos, the sport’s fragmented nature makes targeting fans complex.
“Soccer is a global sport and is still very fragmented. This can make it difficult to effectively target consumers with meaningful sponsorships and activations that drive brand equity, purchase intent, and engagement, given consumers aren’t necessarily fans of all leagues and levels of soccer,” he states. “Unlike the NFL, for instance, where there is one major league that is the central focus of fans. A brand trying to be all things to a soccer fan can be complex and drain resources. Hence, brands must be cautious in who they target, how they target, and how a sponsorship/activation brings your brand to life within soccer. Regardless of size, this is no small task for any brand looking to play in the soccer landscape.”
This insight underscores the importance of precision in soccer marketing, emphasizing that success depends on understanding the diversity of soccer fans and tailoring campaigns to resonate with specific segments.
“This can make it difficult to effectively target consumers with meaningful sponsorships and activations that drive brand equity, purchase intent, and engagement.”
Future Soccer Marketing Investments
Constellation Brands is set to maintain its strong presence in the soccer space, focusing on key tournaments and local team sponsorships. Ramos hints at the company’s plans while highlighting the significance of the 2026 FIFA World Cup.
“While I can’t share specifics about our soccer strategy and investments, you will continue to see us participate in key tournaments and local team sponsorships, and we have a strong presence from a media standpoint,” Ramos says. “We know the next 2 years are pivotal for the sport as the eyes of the soccer world will turn to North America in the Summer of 2026. Modelo and Corona will continue to be an endemic part of the soccer fan experience wherever they choose to watch and celebrate.”
This long-term commitment reflects Constellation Brands’ understanding of soccer’s cultural importance and potential to drive massive consumer engagement.
This interview is included in the PORTADA INSIGHTS REPORT: The Transformative Impact of Soccer on U.S. Sports Marketing (Download it here, free registration required).
Rene Ramos Constellation Brands: The Relationship Between Sponsorship and Media Investment
Effective soccer marketing requires a strategic balance between sponsorships and media investments. Ramos shares his perspective on how Constellation Brands measures ROI and optimizes its activation strategies.
“To accurately measure the effectiveness and ROI of brand sponsorship, you need to ensure clear brand, consumer, and sales objectives. Once you define what you want to accomplish, you can better measure sponsorship’s role in delivering against those objectives,” he explains. “In many cases, you must look beyond media to include touchpoints such as retail, experiential, hospitality, and on-site as part of the activation investment. While I can’t share numbers on our activation-to-investment ratios, I can tell you they have steadily improved over time as we’ve dialed in how we allocate resources to leverage sponsorships to drive our business.”
This holistic approach highlights the interconnected nature of marketing channels and the need for a comprehensive strategy to maximize sponsorship impact.
Rene Ramos’ insights reveal the intricate balance required to succeed in soccer marketing. From navigating the sport’s fragmentation to optimizing sponsorship and media investments, Constellation Brands has demonstrated a commitment to staying ahead of the curve. With major events like the 2026 FIFA Men’s World Cup on the horizon, the company’s focus on engaging soccer fans through innovative strategies ensures that brands like Modelo and Corona will remain an integral part of the soccer experience for years.
“In many cases, you must look beyond media to include touchpoints such as retail, experiential, hospitality, and on-site as part of the activation investment.”
This interview is included in the PORTADA INSIGHTS REPORT: The Transformative Impact of Soccer on U.S. Sports Marketing (Download it here, free registration required).
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