Both entities have signed a sponsorship agreement built on shared history and philosophy
Villarreal CF and Cervezas Ambar have formalised a sponsorship agreement that unites them through similar values and stories — effort, authenticity, pride in their origins, and the ability to compete with giants while staying true to their local roots.
The partnership was sealed in an official signing ceremony at the Estadio de la Cerámica, attended by Villarreal CF CEO Fernando Roig Negueroles and Cervezas Ambar CEO Sergio Elizalde. The symbolic photo marks the beginning of a collaboration that will run for three seasons.
Two stories that prove greatness isn’t about size
Villarreal CF and Cervezas Ambar share the same vision of success: being the small ones who rise to the challenge against giants. From this common spirit comes the concept behind their alliance — “Small but mighty.” A message that captures the essence of two projects built on effort, passion and authenticity as their best weapons to compete at the top level, whether in football or in brewing.
“At Villarreal, we’ve always believed that greatness isn’t defined by size, but by talent and hard work. That’s why this agreement with Ambar makes so much sense. We are two parallel stories that started locally and, through effort, have managed to compete among the best,” said Villarreal CF CEO Fernando Roig Negueroles.
Meanwhile, Cervezas Ambar CEO Sergio Elizalde explained: “At Ambar, we see ourselves reflected in Villarreal’s spirit. Both of us are projects with deep roots, committed to authenticity, daily effort and an obsession with quality. This collaboration is a shared toast to those who believe that even the smallest can go a long way.”
A partnership with a taste for authenticity
The alliance between the Yellow Submarine and the small brewers from Aragón aims to strengthen the bond with fans and celebrate shared identity. Throughout the season, the partnership will feature joint promotional activities, visibility in hospitality venues and retail outlets, and special activations designed for supporters to experience the spirit of the “Small but mighty” campaign. Communication and community-building initiatives will reinforce the positive, close and ambitious tone that defines both brands.
A sponsorship built on shared values
Both organisations take pride in their origins and share a vision that values quality over size. Villarreal CF, with nearly 20,000 season-ticket holders in a town of just 50,000 residents, and Cervezas Ambar, founded in Zaragoza 125 years ago and now a national benchmark for quality and innovation, are two examples of how effort, humility and talent can take you to the top without losing your roots.
