Spain's La Roja leads the party in New York
The Spanish national side, known as La Roja, has turned Manhattan’s Little Spain market into the fan hub during World Cup 2026. From the group stage to the final against France, over 8,000 supporters gathered to experience every minute of the tournament, sipping Rioja wine and enjoying specially crafted tapas menus.
What happened at the event?
The Consejo Regulador de la DOCa Rioja organized a series of watch‑parties where fans, both Spanish and international, found a permanent meeting point. Each match generated long queues and full capacity, cementing the market as the preferred venue for La Roja followers. Thousands of glasses of reds, whites, rosés and sparkling wines were served, paired with a menu of eight selected Rioja wines to complement the game’s excitement.
Why does it matter for the national team?
Beyond celebration, the event strengthens the link between sport and Spanish culture. Iñigo Tapiador, director of Marketing and Communication for the regulatory council, highlighted that the initiative has brought people of different nationalities together under a shared passion for football and wine. La Roja’s presence in such a cosmopolitan setting underscores the team’s ability to mobilise fans and project Spain’s image abroad.
What’s next for La Roja?
The fan momentum stays high as the squad progresses in the tournament. Last result: Spain 2-1 Belgium (2026-07-10). La Roja continues a Recent form (last 5): 5W-0D-0L, showing its dominance in the competition. The next fixture is vs England (away, 2026-09-26), a challenge that will keep supporters in New York and worldwide glued to the action.
What’s the long‑term vision?
The regulatory council sees this activation as part of a global strategy to bring wine culture to millions of consumers and tie its image to major sporting events. Rioja, present in 139 countries, aims to remain an international benchmark for high‑quality Spanish wine while La Roja pursues glory at World Cup 2026.
