Every fútbol fan has a ritual. Maybe it’s the lucky jersey that hasn’t been washed since the winning match. Maybe it’s the exact snack spread that has to be on the table before kickoff. Whatever the tradition, Sedano’s Supermarkets wants to be right there in the middle of your fútbol superstitions.
The Miami-based Hispanic grocer just launched “Where Superstitions Are Born,” a new campaign that leans hard into the beloved, sometimes irrational, always passionate rituals that define how Hispanic families watch soccer together. And with Miami hosting multiple international matches this summer, the timing couldn’t be sharper.
A Campaign Built on Real Culture
This isn’t just another seasonal promotion. The campaign taps into a genuine cultural truth: fútbol fans are notoriously superstitious, and those fútbol superstitions almost always involve food.
From the specific ceviche that must appear at halftime to the brand of soda that “brings good luck,” match-day spreads carry meaning far beyond the snack table. Sedano’s recognized that and built an entire creative platform around it.
The campaign showcases products from Sedano’s alongside brand partners Bauducco, Coca-Cola, and Totino’s, rolling out across television, radio, social media, digital channels, and live in-store activations throughout South Florida.
Related Article: Sedano’s Strengthens its Legacy with Florida’s Hispanic Community
Golazo Events Bring the Party In-Store
Sedano’s is partnering with Actualidad Radio’s popular Golazo program to host a series of fan-celebration events at select locations through June and July.
Each event features live radio broadcasts, fútbol-themed games, food samples, non-alcoholic beverage tastings, and giveaways, a full matchday atmosphere, right in the cereal aisle.
Through Stella Artois, an official FIFA World Cup 2026 sponsor, shoppers ages 21 and older can enter for a chance to win two tickets to a FIFA World Cup 2026 match in Miami by visiting participating Sedano’s locations on select dates.
Additional prizes include Stella Artois products, soccer jerseys, Sedano’s gift cards, and branded merchandise.
Upcoming Golazo In-Store Events
- June 13
14655 SW 56th St, Miami
11 a.m. – 2 p.m.
- June 20
18600 NW 87th Ave, Hialeah
11 a.m. – 2 p.m.
- June 27
14524 SW 8th St, Miami
11 a.m. – 2 p.m.
- July 11
8601 Bird Rd, Miami
11 a.m. – 2 p.m.
“Fútbol celebrations are deeply personal and emotional for our community. They bring families, neighbors and friends together around food, culture and tradition. Through this campaign, we wanted to celebrate the joy, passion and fútbol superstitions that make watching the matches together so memorable, while reminding customers that Sedano’s is here to help make every game-day gathering easy, affordable and memorable,” said Javier Herrán, Chief Marketing Officer, Sedano’s Supermarkets.
More Than a Promotion, a Community Play
Beyond the sweepstakes and radio events, Sedano’s plans to keep the momentum rolling all summer long. The grocer will share match-day hosting inspiration, recipe ideas, and entertaining tips to help customers prepare gatherings of all sizes, from a two-person watch party to a full-block celebration.
That consistent drumbeat of content keeps the brand relevant well past kickoff. For Sedano’s, the goal isn’t just to sell ingredients for game-day spreads; it’s to own the full cultural moment around the sport.
The fútbol superstitions campaign also signals a broader strategic intent: as the U.S. Hispanic market grows in purchasing power and cultural influence, community-first brands that speak the language stand to build lasting loyalty.
For South Florida shoppers heading into the most fútbol-packed summer in years, Sedano’s just made a clear statement: the neighborhood store isn’t just stocked for the game. It’s part of the ritual.