As Roig Arena opens its doors, Victor Sendra discusses the vision, innovation and cultural impact behind Valencia’s new world-class venue
Roig Arena opens tonight: A new era for Valencia Basket and the city
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Tonight, October 3, Roig Arena will officially host its first basketball game, marking a historic milestone for Valencia Basket and the city itself. Just a few hundred meters from the beloved Fonteta, this new arena represents a bold leap forward in how fans experience basketball – and much more.
With cutting-edge technology, world-class gastronomy, and a clear vision to become a European reference point, Roig Arena opens its doors as one of the most ambitious privately funded venues in the continent.
We spoke with Victor Sendra, General Manager of Roig Arena and former GM of Valencia Basket, to understand the scope of the project, what fans can expect tonight, and what lies ahead.
Q: Victor, tonight marks the first official game at Roig Arena. What does this moment mean to you and the team behind the project?
"We’re incredibly proud. After years of dreaming, planning, and building, the moment has finally come. Seeing fans walk into this space, enjoy the experience, and watch Valencia Basket play here – it’s emotional. This arena was born from basketball, from Valencia Basket, and from Juan Roig’s vision. He believed the club had matured enough to take a major leap, and that’s exactly what Roig Arena represents."
Q: The venue goes far beyond being a sports arena. What was the original inspiration behind this scale of ambition?
"It all started in 1986 when Valencia Basket was on the verge of disappearing. Juan Roig and a few close friends stepped in to save the club. From there, we’ve experienced titles, cups, and in 2017, our first ACB League. That moment pushed us to think, 'What haven’t we done yet?' That’s when the idea of a venue that could host not just basketball, but year-round events and experiences, came to life. Juan Roig invested €400 million of his personal wealth into Roig Arena as part of his Legacy Project. It’s a gift to the city, to the region, and to Spain."
Q: And now Roig Arena is ready. What sets it apart from other arenas in Europe?
"The level is simply extraordinary. We studied arenas around the world, not to copy but to learn. The technology, the comfort, the food, the sound and lighting systems, the fan experience – everything has been designed to offer something truly world-class. We’re not exaggerating when we say this is one of the top venues in Europe. In fact, we’ve already had conversations with the EuroLeague, and they’re very impressed with what we’ve built. They’ve made it clear: this is the kind of arena they want to see in the EuroLeague ecosystem."
Q: La Fonteta, L’Alquería del Basket, and Roig Arena are all in the same area. Was that intentional?
"Absolutely. We didn’t want Roig Arena to stand alone. We’ve created what we call the Roig Arena Complex, a true hub of basketball and entertainment. It includes La Fonteta, L’Alqueria, a new public school, a 1,100-space parking lot, and over 20,000 m² of park space with basketball courts and open areas. It’s designed not just for game nights, but for everyday life and community use."
Q: The technology has really impressed people. What role did LG play in bringing this vision to life?
"LG has been a key partner. From the start, we knew that technology couldn’t be an afterthought – it had to be central. A venue like this needs an audiovisual soul. With LG, we’ve installed world-class screens, scoreboards, and digital systems. From the exterior displays to the indoor experience, it’s immersive and unforgettable. And we haven’t even seen a game here yet. Tonight will be the first."
Q: One of the biggest surprises for fans has been the food offering. Wood-fired paella during a game? That’s new.
"Yes – and it was a challenge! But we were committed to making gastronomy a core part of the experience, not just an add-on. We have food trucks, a gourmet market with six points of sale, and “Ultramarinos,” a concept that brings back traditional dishes and products. The Poble Nou restaurant is something special – you can sit, enjoy a proper meal, and watch the game through a panoramic glass wall. Every culinary detail reflects Valencian identity, and we’re very proud of that."
Q: How do you balance this innovation with respecting traditional fans who loved Fonteta’s atmosphere?
"We never forget where we come from. Valencia has a deep, passionate basketball culture. We haven’t changed our essence, we’ve just improved the experience. Roig Arena isn’t a bigger Fonteta, it’s a complete reimagining of what a basketball venue can be. Whether you’re a lifelong season ticket holder or a first-time visitor, there’s a space for you here, be it general seating, hospitality zones, or something in between."
Q: Finally, after the DANA tragedy last year, how important is Roig Arena as a symbol of renewal for Valencia?
"What happened with DANA left deep scars – physically, emotionally, economically. I was there, alongside the club, when we opened L’Alquería del Basket to host displaced families. Those were difficult days, but also filled with solidarity. That’s why we believe Roig Arena can help the city heal emotionally by offering people joy, excitement, and community again. As I always say: recovering emotion is part of recovering life."
Q: What do you want people to feel tonight, when they enter the arena for the first time?
"I want them to feel proud, to feel like this is theirs – because it is. This venue belongs to the fans, the city, and to everyone who believes in what Valencia can achieve. Tonight is just the beginning."