Valencia CF will once again host The Champions Burger festival at Mestalla this summer, as the club continues expanding its non-matchday stadium strategy ahead of its planned move to Nou Mestalla in 2027.
The event, scheduled to run from June 11 to June 29, is expected to attract major crowds after the previous edition welcomed more than 300,000 visitors to the historic stadium.
The Champions Burger transforms Mestalla into a large-scale food and entertainment venue, featuring more than 25 gourmet burger brands operating through food trucks positioned across the stadium environment.
This year’s edition introduces an NFL-inspired concept titled “The Big Game”, incorporating immersive lighting, player-style entrance tunnels, sound design and interactive entertainment elements designed to extend visitor engagement beyond food consumption alone.
Valencia described the activation as part of a broader strategy to position Mestalla as a year-round destination for leisure, entertainment and cultural activity before the club relocates to Nou Mestalla in the summer of 2027.
The approach reflects a wider commercial trend across global sport, where stadium operators increasingly seek to maximise venue utilisation outside matchdays through experience-led events capable of generating food and beverage revenue, sponsorship opportunities, digital exposure and broader audience diversification.
The festival also incorporates interactive competition mechanics, allowing visitors to vote for the best burger based on presentation, originality and product quality. The structure is designed to increase dwell time, repeat attendance and social media engagement.
For Valencia, the return of The Champions Burger provides both local activation and broader visibility through association with one of Southern Europe’s fastest-growing food-entertainment platforms.
According to organisers, the travelling festival attracted more than eight million attendees across 57 cities last year and has already expanded internationally into France and Portugal, underlining its growing commercial scale and relevance within the live entertainment sector.