Dulcesol Sweetens Roig Arena As New Official Partner

Dulcesol, the bread, pastry, ice cream, and bakery brand of the international food and distribution group Vicky Foods, becomes an official partner of Roig Arena, the new multipurpose venue in Valencia promoted by Juan Roig. With this partnership, Dulcesol joins the group of companies supporting this project, which is set to become a cultural, sports, and social powerhouse for the city.

The agreement includes the launch of various audience-focused initiatives within the venue. These will feature experiential activations and product tastings, along with culinary offerings that strengthen the brand’s connection with consumers. These actions will be complemented by digital gamification initiatives and collaborations with content creators aimed at expanding the brand’s reach in new environments. Additionally, Dulcesol will roll out street marketing campaigns, develop merchandising and sampling materials, and contribute to enhancing the overall fan experience at Roig Arena.

“For Dulcesol, it’s a source of pride to be part of such an iconic project for Valencia as Roig Arena. We want to help make this space a place for gathering and enjoyment, bringing experiences that reflect our brand values and strengthen our connection with the public,” said Carlos Juan, General Manager of Vicky Foods.

“Having Dulcesol on board is yet another example of our commitment to offering the best possible user experience. We want attendees to not only enjoy the music, sports, and entertainment events held at the venue, but also have access to quality products that enhance those experiences,” said Víctor Sendra, General Manager of Roig Arena.

By becoming an official partner, Dulcesol reinforces its bond with the Valencian Community and its commitment to projects that combine leisure, sports, and culture. A partnership that reflects the essence of the company: more than half a century accompanying Spanish families and promoting moments of joy with optimism and closeness.