As Miami prepares to host multiple international soccer matches this summer, Sedano’s Supermarkets is launching a new campaign, “Where Superstitions Are Born,” spotlighting the traditions, foods and rituals that bring fans together during match season.
The campaign is built on the insight that fútbol fans are known for their superstitions, showcasing with humor how match-day rituals – from wearing a lucky jersey to serving a specific snack spread – are part of the celebration experience. Products from Sedano’s, Bauducco, Coca-Cola and Totino’s are featured throughout the campaign, which will run across television, radio, social media, digital platforms and local activations throughout South Florida.
As part of the campaign, Sedano’s is partnering with Actualidad Radio’s Golazo program to host a series of in-store fan celebrations across South Florida throughout June and July. The family-friendly events will feature live radio broadcasts, soccer-themed games, food samples, non-alcoholic beverage tastings and giveaways.
Through Stella Artois, a sponsor of the FIFA World Cup 2026, eligible attendees ages 21 and older may 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 giveaways.
“Fútbol celebrations are deeply personal and emotional for our community. They bring families, neighbors and friends together around food, culture and tradition,” said Javier Herrán, chief marketing officer of Sedano’s Supermarkets. “Through this campaign, we wanted to celebrate the joy, passion and 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.”
Sedano’s also will share match-day hosting inspiration, recipe ideas and entertaining tips designed to help customers prepare for gatherings of all sizes, along with opportunities for fans to celebrate together in-store throughout the summer, according to the company.
Upcoming Golazo in-store events include June 13 at 14655 SW 56th St. in Miami; June 20 at 18600 NW 87th Ave. in Hialeah; June 27 at 14524 SW Eighth St. in Miami; and July 11 at 8601 Bird Road in Miami. All events run from 11 a.m.-2 p.m.
About Sedano’s Supermarkets
Founded in 1962 by the Herrán and Guerra families, Sedano’s Supermarkets serves Florida’s multicultural communities with 32 stores and more than 3,000 employees in Miami-Dade, Broward, Orange and Osceola counties. The company describes itself as America’s largest independently owned Hispanic supermarket chain, known for its customer service, ethnic product offering and competitive prices.