Sedano’s Supermarkets is bringing soccer traditions into its stores this summer with a World Cup campaign built around the rituals fans follow before, during, and after a match. The Miami-based grocery chain launched “Where Superstitions Are Born” ahead of the 2026 FIFA World Cup, highlighting the food, family gatherings, and personal routines that often surround soccer celebrations. The campaign ties together match-day traditions, from favorite jerseys to familiar snack spreads, with products shoppers can find at Sedano’s locations across South Florida. The campaign arrives as Miami prepares to host multiple World Cup matches this summer.
Sedano’s is using its locations as a setting for fan activities that extend beyond regular grocery shopping. As part of the promotion, Sedano’s is partnering with Actualidad Radio’s Golazo program for a series of in-store events scheduled throughout June and July. The gatherings include live radio broadcasts, soccer-themed games, food samples, non-alcoholic beverage tastings, and giveaways at select stores. Participating locations include stores in Miami and Hialeah, where fans can take part in the events ahead of upcoming matches. Through a partnership with Stella Artois, eligible attendees can also enter for a chance to win tickets to a 2026 FIFA World Cup match in Miami, along with other prizes such as soccer jerseys, gift cards, and branded merchandise.
The “Where Superstitions Are Born” campaign will appear across television, radio, digital platforms, and social media throughout the summer. In stores, the promotion is tied to the tournament schedule and the gatherings that often accompany major soccer matches. Sedano’s campaign will continue throughout the World Cup season with match-day content, recipes, and entertaining ideas designed around at-home celebrations. The in-store events and promotional activity will run alongside the tournament as customers prepare for games throughout the summer.
Founded in 1962, Sedano’s operates 32 stores across Miami-Dade, Broward, Orange, and Osceola counties. The company has built its business around serving Hispanic communities in Florida, with stores carrying a mix of traditional grocery departments alongside a wide selection of Hispanic and international product.
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