On May 22, 1927, the company's workers organized the Club Deportivo Cruz Azul football club, which has gone on to become one of the most famous association football teams in Mexico, winning various national titles. The football team's association leads to the nickname of La Máquina Cementera or the cement locomotive. Along with Coca-Cola and Bimbo bread, Cemento Cruz Azul are among the most frequent emblems on Mexican football jerseys.
With the creation of the North American Free Trade Agreement (NAFTA) in 1994, the company enjoyed the benefits of being able to transport across North America. It is now a well known cement company internationally.
Cemento Cruz Azul has faced stiff competition from Mexico's other leading cement producer, Cemex, a company which has gone on to set foot on other countries, such as Puerto Rico (Cemex Puerto Rico), the United States and the United Kingdom.