Pamesa Cerámica and Villarreal CF: A Long-Standing Partnership Fueling Regional Pride and Innovation

July 19, 2013 marked a milestone in Villarreal CF’s commercial history as the club signed a five-year main sponsorship deal with Pamesa Cerámica, one of Spain’s leading ceramic tile manufacturers. Valued at €2.5 million per season, the agreement positioned Pamesa as the front-of-shirt sponsor, launching a new chapter of regional synergy between sport and industry.

The announcement was made by Fernando Roig Negueroles, with Pamesa Cerámica’s President, Fernando Roig, and CEO Jorge Bauset presenting the sponsorship to the media during the unveiling of Mexican forward Giovani dos Santos. The yellow jersey, emblazoned with the Pamesa Cerámica logo, became a symbol of this deep-rooted partnership.

Pamesa Cerámica Training Ground: Investing in Youth and Sustainability

On November 30, 2015, the collaboration reached another milestone with the grand opening of the Pamesa Cerámica Training Ground. Built through a joint initiative between Villarreal CF and CD Roda – a grassroots club affiliated with Villarreal since 2006 – the facility was designed to develop future generations of footballers in the province of Castellón.

The event featured a presentation of 32 CD Roda teams, including more than 600 players, and was presided over by club presidents Fernando Roig and Jorge Roda. Located in southern Vila-real, the complex spans over 40,000 square meters and includes:

• Three full-size pitches and one 8-a-side pitch
• Seating for 250 spectators
• A modern two-storey building clad in ceramic tiles
• 24 changing rooms, a state-of-the-art gym, and medical facilities

Designed with sustainability in mind, the training ground uses solar panels, LED lighting, and a greywater recycling system. As part of the Endavant Futbol Provincial project, Villarreal CF provides over 2,000 cardiology tests annually for youth players across the province.

Estadio de la Cerámica: A Stadium Reinvented Through Local Industry

On January 8, 2017, Villarreal CF officially renamed its home ground to the Estadio de la Cerámica, replacing the historic name El Madrigal. This rebranding not only reflected the region’s industrial identity but also provided a new revenue model by bringing in multiple ceramic companies as sponsors.

Main partners in the Estadio de la Cerámica initiative include Pamesa Cerámica, Porcelanosa, and Argenta Cerámica, with additional support from Tau Cerámica, Bestile, Esmalglass-Itaca, and Colorobbia. Their involvement is reflected in the stadium’s architecture and design, particularly the new yellow-glazed porcelain facade on the South Stand. The high-gloss stoneware offers:

• Thermal insulation
• Acoustic protection
• Durability and aesthetic appeal

This modern renovation includes over 2,000 square meters of ventilated façade and a dynamic LED lighting system with 500 programmable light points, allowing for customized effects on matchdays and events. In addition, a new plaza featuring ceramic tiles was developed outside the stadium, serving as a pre-game gathering space for fans and enhancing safety and mobility around the venue.

A Model of Regional Integration and Enduring Sponsorship

Since its founding in 1923, Villarreal CF has remained deeply connected to its community. The partnership with Pamesa Cerámica embodies this philosophy — combining football excellence with industrial innovation and civic responsibility. Under the Endavant brand, Villarreal continues to support educational, social, and cultural projects throughout Castellón, with Pamesa playing a key role in that mission.

Now one of the longest-standing sponsors in Spanish football, Pamesa Cerámica and Villarreal CF continue to grow together, building not just competitive teams, but a shared identity rooted in regional pride and sustainable development.

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