Fútbol has a way of connecting people on a deep, emotional level—it’s more than just a sport, it’s a shared language. That energy is at the heart of Ambiente Central, a community-driven project in Los Angeles throwing parties where the sounds, flavors, and aesthetic of Central America meet the raw passion of the game.
Most recently, the CONCACAF Gold Cup became the perfect excuse to bring people together—not just to watch a match, but to celebrate identity, joy, and belonging. At one of their latest watch parties, we caught some of the most striking looks of the night, as the crowd danced, repped their roots, and helped raise funds to support undocumented families and individuals.
Photos by: Michelle Mercado
Between drinks and beats, we also sat down with Julianna Martinez, the creative director behind the project, to talk about fútbol as culture, memory, and collective power.
What made you want to turn a fútbol match into a full-blown cultural moment?
What made my team and I want to turn a fútbol match into a full-blown cultural moment is the deep, universal connection people have to the sport. Fútbol isn’t just popular sport in Central America, it’s a global phenomenon. It’s something that brings people together, regardless of background, language, or borders.
Fútbol is a community sport at its core. You don’t need expensive equipment, just a ball and an open space. You see kids playing in the streets, families gathering around the TV, and entire neighborhoods coming together on game day. It’s woven into everyday life. It teaches teamwork, passion, resilience, and pride, not just in a team, but in your roots and identity.
Fútbol is a community sport at its core.
Beyond the 90 minutes on the field, fútbol becomes a celebration of culture, music, food, and tradition. It’s a space where people can come together to cheer, sing, dance, and feel part of something bigger. That’s why we wanted to create something more than just a match, I wanted to create a shared experience, a moment where culture and community could come alive through the love of the game.
How do you want young Latine kids in LA to feel when they walk into this space?
When young Latine kids in LA walk into this space, I want them to feel an instant connection, a sense of home. I want them to experience a nostalgic piece of their culture and identity, something that reminds them of where they come from or what they’ve grown up around, even if it’s just small details that reflect their roots. Whether it’s the music, the colors, the flavors, or the energy, I want it to feel familiar, comforting, and empowering.
My hope is that they walk in and feel seen, inspired, and excited to be part of something that’s both deeply personal and beautifully shared.
But I also want it to be more than just a reflection of the past, I want it to be a space where they feel free to express themselves fully. A place where they can be proud of their culture while also shaping it in their own unique way. Through music, food, art, and community, this space is about celebration and connection. It’s about creating new friendships, building community, and showing that their voices and stories matter. My hope is that they walk in and feel seen, inspired, and excited to be part of something that’s both deeply personal and beautifully shared.
Fútbol is political, emotional, generational. What story does this party tell about our people? Is a jersey just gear — or a love letter to your roots?
Fútbol is a love letter to your roots. It’s passionate, vibrant, emotional, and deeply personal. For so many of us, it’s one of the first ways we connect with where we come from. Whether it’s cheering for your family’s team or playing in the streets with friends, fútbol carries the energy of generations before us.
“I’m here, and I carry my culture with me.”
This party tells a story of pride, resilience, and joy. It honors the way our people show up with rhythm, flavor, and heart. A jersey isn’t just gear, it’s a symbol of where you’re from, who you represent, and the community that raised you. It’s a way of saying, “I’m here, and I carry my culture with me.”
Through this celebration, we’re showing that fútbol is more than a game. It’s a cultural force that holds our stories, our struggles, and our celebrations all in one. It’s a reminder that we come from something powerful and that it’s us who now continue to build on that legacy every time we show up with pride.
Don’t miss Ambiente Central’s parties this final Gold Cup weekend!
