Heineken signs up as founding partner of Roig Arena

Heineken España has been announced as the first founding partner of Roig Arena, the new multi-purpose venue set to open in Valencia later this year.

Heineken España will be the exclusive beer supplier for the arena, with brands such as Heineken, Amstel and El Águila to be sold across the venue.

The company will benefit from significant brand exposure across Roig Arena and will develop events and experiences in partnership with the venue. Heineken will also equip the arena with self-service systems to reduce waiting times.

Roig Arena will be able to accommodate up to 18,600 spectators for concerts, which will make it the largest arena in Spain ahead of the Movistar Arena (formerly WiZink Center) in Madrid.

In November, it was revealed that Spanish billionaire Juan Roig had taken full control of the facility which bears his name. Licampa 1617, a holding company owned by Roig, acquired 100% of the shares for the venue after purchasing Arena Alive SL’s remaining stake in facility operator Valencia 5 Estrellas.

Roig is the president of supermarket chain Mercadona and has invested €280m (£234m/$292m) into the arena, which is due to be completed in the second half of 2025. As well as hosting concerts, it will serve as the home of Valencia Basket.

Ricardo Nuncio, director of distribution and hospitality sales at Heineken España, said: “This alliance with the Roig Arena is another example of the multi-local nature of Heineken España, which has one of its four factories in Quart de Poblet. Valencia is a land with more than 100 years of history and this collaboration with a key player in the region reaffirms our commitment to its people, especially relevant in the current context.

“The Roig Arena is emerging as one of the most important event and experience venues in the country, and we are excited about the idea of providing moments of enjoyment with brands as iconic as Amstel, so closely linked to this land.”

Roig Arena’s general manager Víctor Sendra added: “For us it was essential to reach an agreement in this category with a brewery like Heineken, a leader in the sector at European and global level, and also with a strong connection to Valencia.

“It is a partner with whom we are aligned both in terms of mission and vision in the development of experiences that connect with our guests, who will see the Roig Arena as the place where they can enjoy entertainment. We appreciate the immense involvement and interest they have shown in being an active part of this project and wanting to go hand in hand in the growth of such an important venue on a national and international scale.”