66 • May | June 2026 • abasto.com POR RAMÓN PORTILLA FUNDADOR DE HUMANX INSIGHTS I n June and July 2026, the world comes to a standstill… but retail doesn’t. The world’s biggest soccer tournament, to be held in the United States, Mexico, and Canada, is about more than just soccer. For millions of Hispanic consumers, it’s family, pride, identity, and celebration. You’ve likely already made plans for the tournament, but perhaps you’re still figuring out what to do. Remem- ber that this time: It’s not about selling more products. It’s about turning your store into the place where soccer fever comes alive! Every store has customers who support one or more of the participating countries. The question is: will you re- flect that passion, or let it pass you by? 10 Ideas to Turn Your Store Into A Tournament Hub 1. The Store that Broadcasts Excitement Screens are the first idea, though not the most original. If you can, use the screens you already have. No one will want to miss a goal while shopping! The Soccer Tournament Also Takes Place in Your Store 10 Ideas to Win Over Latino (and Non-Latino) Shoppers 2 The “Tournament Chalkboard” Set up a simple chalkboard at the store entrance to display the day’s matches, results, or upcoming games. Make sure to have crayons so that children who come into your store can contribute to the chalkboard with their drawings and ideas! 3. Pride in Every Aisle Without a doubt, selling and displaying flags, jerseys, and accessories by country will be essential. There’s still time to order these types of merchandise. Don’t forget that the- se are impulse items. 4. Employees Cheering on the Game Invite your employees to be part of the team. Have them wear their country’s jerseys or colors on game day… a little friendly rivalry can be a lot of fun. 5. Paint Your Team Do you remember the excitement of visiting stores du- ring the big tournament when you were a kid? It would be great to do something for your younger customers. Maybe hire someone to do face painting of flags for the kids. 6. A Goal, A Celebration For every goal scored by a Latin American team, you could organize a raffle among your customers who are in the store at the time of the goal. • FOOD INDUSTRY