Northgate González Market has concluded its months-long Familia Futbol World Cup campaign, a Southern California celebration built around Mexican food, culture and soccer that ran through the tournament’s final.
The Anaheim-based grocer closed the campaign with “City of Champions,” an event that reimagined the traditional Mexican carne asada as a cultural gathering featuring authentic food, artists, entrepreneurs, content creators and Mexican wrestling legend El Hijo del Santo. Co-presented with Need Pastel, the event served ranchera-style steak, pollo, chorizo, handmade salsas and other game-day favorites.
“What made Familia Futbol so special wasn’t just the matches on the field; it was seeing families create memories together,” said Oscar González, co-president of Northgate González Market. “We built this campaign around the traditions that define our community: gathering around the table, celebrating with authentic Mexican food, and sharing our love of the game with the people who matter most.”
Cultural icons and soccer legends
The campaign featured Mexican cultural figures and sports icons including Julio César Chávez, Jorge Campos, El Hijo del Santo, Angélica María and Scarlett Camberos, along with a nod to the late film icon Pedro Infante. Participating soccer veterans included Paco Palencia, Claudio Suárez, Ramón Morales, Braulio Luna, Francisco “Maza” Rodríguez and Carlos Hermosillo.
Community activations
Familia Futbol unfolded across Southern California through a series of activations, including meet-and-greet events, eight Familia Futbol Fan Fests that transformed store parking lots into community gathering spaces, youth soccer clinics led by Mexican soccer legends in partnership with Pixixi, World Cup viewing parties, and Mother’s Day and Father’s Day sweepstakes. The company said the campaign reinforced its position as a destination for World Cup celebrations.
Founded in 1980, Northgate González Market is a family-owned Hispanic supermarket chain with more than 8,300 associates and 46 stores across Orange, Los Angeles, Riverside, San Bernardino and San Diego counties. Its community work is furthered by the González Reynoso Family Foundation, which provides scholarships and assists families in need.