Roger Hampel
Photo Credit: Villarreal CF
Villarreal CF has launched its first major sponsorship activation with Roig Arena, featuring the venue’s logo on the front of the club’s matchday shirts during their recent LaLiga fixture against Real Madrid at Estadio de la Cerámica. The high-visibility placement marked the beginning of a long-term strategic collaboration between Villarreal CF and the soon-to-be-completed multi-purpose Roig Arena in Valencia.
Strategic Partnership Between Villarreal CF and Roig Arena
The shirt sponsorship activation represents the first step in a broader collaboration designed to strengthen Villarreal CF’s brand association with Roig Arena, a privately funded €280 million venue set to become a major hub for sports, entertainment, and corporate events in Valencia.
The deal was formally unveiled last week in an event attended by Villarreal CF president Fernando Roig, architect Amparo Roig, Pamesa Grupo Empresarial communications director Elena Roig Negueroles, as well as first-team captains Raúl Albiol and Dani Parejo, and Roig Arena’s general director, Víctor Sendra Peretó.
This strategic alliance aims to enhance Villarreal CF’s commercial presence, while also reinforcing shared values of regional pride, identity, and commitment to excellence in sports, entertainment, and cultural development.
Roig Arena: A New Commercial and Entertainment Landmark
Roig Arena, currently under construction, will be Valencia’s largest indoor multi-purpose venue, featuring a 20,000-seat capacity for concerts and sporting events. The privately funded project, led by Juan Roig, president of Mercadona, is expected to become a key venue for high-profile events, positioning Valencia as a major player in the European entertainment and sports market.
The stadium’s future role in elite basketball, international music tours, and corporate events makes its association with Villarreal CF a significant commercial move, leveraging the club’s global exposure in LaLiga and European competitions to drive early visibility for the venue.
The Business Impact of Villarreal CF’s Sponsorship Strategy
With football clubs increasingly leveraging partnerships with entertainment venues, the Villarreal CF-Roig Arena collaboration aligns with industry trends where clubs diversify revenue streams through strategic sponsorships and real estate developments.
The high-profile kit sponsorship activation against Real Madrid provided immediate global exposure for Roig Arena, as Villarreal CF’s LaLiga match was broadcast to millions of viewers worldwide. By integrating Roig Arena into matchday experiences, branding, and digital engagement, Villarreal CF is tapping into new commercial opportunities that extend beyond traditional football sponsorship models.
This partnership positions Villarreal CF as an integral part of Valencia’s sports and entertainment landscape, highlighting the club’s commitment to long-term brand growth and economic development in the region.
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