Adriana’s Insurance plans free soccer festival and Banda El Recodo concert in Chula Vista

Adriana’s Insurance will produce Adriana’s Puro Soccer Fest on June 18 in Downtown Chula Vista, a free 10-hour community event with live soccer on giant screens, family fan zones and a two-hour Banda El Recodo concert. Organizers expect more than 40,000 attendees across Southern California and Baja California, making it one of the region’s biggest free cultural and sports gatherings of the year. Why it matters: - Adriana’s Insurance is using a free public festival to turn brand visibility into community goodwill across the San Diego border region. - The event brings together soccer, live music and family programming in a single day for residents of Southern California and Baja California. - Organizers expect more than 40,000 attendees, which would make the festival one of the largest free cultural, sports and community events in the area this year. What happened: - Adriana’s Insurance will produce Adriana’s Puro Soccer Fest on Thursday, June 18, 2026, in Downtown Chula Vista. - The festival runs from 12:00 p.m. to 10:00 p.m. at Third Avenue and Memorial Park. - Admission is free, with registration available at purosoccerfest.com . - The event is built around the company’s “Growing Together” theme. The details: - The festival includes live broadcasts of major international soccer matches on giant screens. - The featured match is Mexico vs. South Korea. - Banda El Recodo will play a free two-hour concert at the end of the event. - The lineup also includes interactive fan zones, community activations, giveaways and other fan engagement experiences. - San Diego FC, the City of Chula Vista, Telemundo 20 and Radio Frontera are among the event partners. - Adriana’s Insurance is producing the event, not just sponsoring it. - Gallardo said the company wants families to celebrate their culture and remember that hard work can create opportunity. Between the lines: - The festival blends sports marketing with a broader community message aimed at Latino families. - Adriana’s Insurance is leaning into its identity as a Mexican-founded, Latino-owned business that wants to show business success and civic giving can work together. - The free format lowers the barrier to attendance and helps maximize reach across the region. What’s next: - Families can register now for free admission ahead of the June 18 event. - Adriana’s Insurance and its partners will use the festival to deliver a high-profile test of how large-scale community events can strengthen local ties. The bottom line: - Adriana’s Insurance is staging a free soccer-and-music festival that doubles as a community outreach play and a major brand moment in Chula Vista.