Villarreal CF Names Ascale as Official Sponsor in New Strategic Partnership

19 February 2024 – Villarreal, Spain. Villarreal CF has officially welcomed Ascale, an innovative ceramic brand from the Pamesa Group, as an official sponsor of the club. The partnership will run through the remainder of the current season and continue into the 2024/25 campaign, reinforcing the close link between Castellón’s ceramic industry and elite football.

The partnership with Ascale was officially announced this lunchtime 💛

— Villarreal CF English (@VillarrealCFen) February 20, 2024

Official Launch at Cerámica Experience with Club Legends and Leadership

The sponsorship was announced during a special ceremony at Ascale’s headquarters as part of the third edition of Cerámica Experience. The event brought together Villarreal CF President Fernando Roig, Ascale Managing Director Ramón Benlloch, head coach Marcelino García Toral, and key players including Raúl Albiol, Gerard Moreno, Dani Parejo, and Manu Trigueros.

Following the formalities, guests were treated to a live show cooking session hosted by the players and a networking reception, emphasizing the shared lifestyle values between the worlds of design, cuisine, and football.

Ascale Logo to Feature on Matchday Kits and Club Assets

Under the new sponsorship agreement, the Ascale logo will appear on the lower back of Villarreal CF’s matchday kits, starting with the fixture against Real Sociedad. In addition, Ascale will benefit from widespread visibility across official club sponsorship assets, including digital platforms, pitchside LED displays, and media backdrops.

The branding aligns with Villarreal’s strategy of partnering with regional industry leaders to expand global recognition while strengthening local ties.

What Is Ascale? Inside the Ceramic Brand Powering Innovation

Founded in 2017 and part of the Pamesa Group since 2023, Ascale has carved a niche in the premium architectural and kitchen surface market. The brand is recognized for its large-format sintered stone panels (160x320cm) that combine durability, aesthetics, and flexibility across various thicknesses (6mm, 12mm, and 20mm).

Ascale’s core philosophy blends design and functionality, producing surfaces for countertops, facades, cladding, and floors that meet the needs of contemporary construction and interior design.

Statements from the Club and Sponsor Leadership

Club president Fernando Roig highlighted the strategic alignment between Villarreal and the ceramics industry:

“Ascale is the youngest company in the Pamesa Group, specializing in a product the group didn’t previously offer – large-format surfaces for interiors and exteriors. The company joined our group in 2023 and is now making strides in both industry and sport.”

Roig emphasized the economic and cultural connection between Villarreal and Castellón’s ceramics sector:

“Ninety-five percent of Spain’s ceramic output comes from this province. Partnering with Ascale helps us represent Castellón’s industry on a global stage. Football and ceramics are two of the pillars of our region.”

On the broader outlook for the ceramic industry, Roig remained optimistic:

“2023 was tough, but 2024 is shaping up to be exceptional for ceramics. With stability returning, I believe we’ll not only compete in the Champions League – we might even win it.”

Beyond Sponsorship: Community, Culture, and Ceramics

This sponsorship goes beyond branding – it represents a shared vision to elevate local industries through global exposure. By aligning with Villarreal CF, Ascale continues to position itself as a key innovator in architectural design while tapping into the emotional power of sport to connect with new audiences.

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