Diageo, New Official Partner of Roig Arena

Diageo and Roig Arena have signed a two-year collaboration agreement through which the premium beverage company becomes an official partner of the venue.

Under this agreement, Diageo will be the exclusive provider of whisky, tequila, and gin in the venue, through its brands Johnnie Walker, Don Julio, Casamigos, Tanqueray and Gordon’s, among others, including Tanqueray 0,0, which will be available at various sales points throughout the venue.

Additionally, the spirits company will feature an exclusive space within the venue, the Johnnie Walker Experience, where it will offer attendees personalized experiences led by Johnnie Walker. Diageo will also enjoy high visibility across Roig Arena’s advertising platforms.

For Víctor Sendra, General Manager of Roig Arena, the agreement with Diageo represents “an opportunity to bring on board a leading company in its sector. This alliance will help us in achieve our goal of offering high-quality products to our users”.

Chema Iñurrieta, Commercial Director of Diageo for Southern Europe, has emphasized that “Diageo has a strong connection with Valencia, especially through Johnnie Walker, as demonstrated by events, concerts, and particularly initiatives that combine music with solidarity and closeness to the people of Valencia. Now, this alliance with Roig Arena marks a new step forward in our commitment to Valencia, while also reinforcing our support for culture and our presence at local events. This agreement also gives us the opportunity to offer a unique and tailored experience to Roig Arena attendees through the exclusive ‘JW Experience’ space.