# NCAA makes ice-cold choice for its first official beer partner

- URL: https://talkfuse.com/story/ncaa-makes-ice-cold-choice-for-its-first-official-beer-partner/
- Published: 2026-11-12T16:00:08+00:00
- Updated: 2026-11-12T17:56:18+00:00
- Original publisher: Fox News (publisher lean: Right)
- Original article: https://www.foxnews.com/outkick-sports/ncaa-makes-ice-cold-choice-first-official-beer-partner
- Topics: World

## Key points

- Modelo is the NCAA’s first official beer partner.
- The deal covers more than 90 championships.
- Basketball investment will rise 65% year on year.

## Summary

Modelo has become the NCAA’s first official beer partner, securing exclusive beer category rights at more than 90 men’s and women’s championships. The agreement gives the brand a prominent presence at events including March Madness, the College World Series and the Frozen Four, while creating new revenue for college sport.

Modelo will increase its college basketball investment by 65% year on year and run its first advertising campaign made specifically for the NCAA basketball tournament. The deal builds on a six-year relationship with the College Football Playoff; the company also partners with 28 NCAA schools and has raised its college football media investment by 18% this season.

---
Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.