Outside Nu Stadium in Miami, fans had one more reason to stop before heading inside. A fully branded setup turned the space beyond the stadium doors into an extension of the sponsorship, giving people a way to interact with the brand before taking their seats.
Put the Sponsorship Into Play
Working with Cogent World, we brought a custom Soccer Circle to Nu Stadium for Modelo. Fans stepped inside the circular game to test their speed, accuracy and footwork as illuminated targets appeared around them, with every score feeding the competition.
The experience was wrapped completely in Modelo branding, carrying the look of the partnership from the surrounding panels to the digital elements. A custom Top 10 leaderboard kept the strongest scores visible throughout the activation, giving each new player a number to chase and spectators a reason to keep watching.
Give Fans Something to Chase
The challenge was simple: test your skills and compete for a spot among the day’s top scores, with Modelo T-shirts up for grabs.
That leaderboard added an important layer. Instead of each turn existing on its own, every score became part of an ongoing competition. Someone setting a new benchmark gave the next person a reason to step in, while the visible rankings created natural bragging rights around the experience.
For a fan activation, that kind of structure matters. The interaction may only take a few minutes, but the competition can keep moving long after one participant walks away.
Make the Brand Fit the Moment
The experience also made sense for where Modelo is showing up culturally. The brand is leaning into its position as “La Cerveza del Fútbol,” celebrating fútbol fandom through content, collaborations and fan experiences.
That connection is even more direct at Nu Stadium. Modelo entered a multiyear partnership with Inter Miami CF as the club’s Official Beer and a Founding Partner of Miami Freedom Park, where Nu Stadium serves as Inter Miami CF’s home.
So the activation did more than carry Modelo graphics. The interaction itself belonged in the setting. Fans were already arriving with fútbol on their minds, and Soccer Circle gave them a way to put some of that energy into action.
Bring the Brand Beyond the Signage
Cogent World is a full-service marketing agency specializing in brand experiences, influencer partnerships, creative services and integrated campaigns. With more than 5,000 campaigns to date, the agency focuses on creating experiences that connect brands with the right audiences in memorable, measurable ways.
Modelo is a Mexican beer brand known for Modelo Especial, Modelo Negra and a growing portfolio of beer and beverage offerings. Its strong connection to sports and fútbol culture made the Nu Stadium setting a natural fit for an interactive fan experience built around competition.
