The Valencia CF and TM Grupo Inmobiliario will continue walking together for the next three seasons. The Alicante-based company, a reference in the residential, hotel, and vacation tourism sector, and specialized in the construction and promotion of homes along the Mediterranean coast and the Caribbean, will remain the Main Global Partner and Real Estate Partner of the Club in a new stage where both parties face strategic milestones and a common project. Pablo Serna, CEO of the company, analyzed the keys to this important meeting in an interview with VCF MEDIA.
The renewal of this partnership is the big news of the day. The Valencia CF and TM Grupo Inmobiliario, together for three more years. Congratulations, I suppose you are very happy to formalize this important continuity for both parties.
Yes, thank you very much, we are very pleased to start a new stage with Valencia CF. We were clear about it since midseason, when we started the conversations for the renewal. Based on a relationship of trust, we want a new stage to reinforce our image and reputation in the Valencian Community, the province of Valencia, and meet our image goals in Europe and Latin America.
What does it mean for TM to renew this strategic alliance with Valencia CF for three more years as the Main Global Partner?
It means allying and traveling alongside someone very big. Someone we consider the fourth historic club in Spanish football and someone highly regarded in the world of sports and society in general.
And even more so for someone as much of a Valencia fan as Pablo Serna and the entire Serna family.
Of course. Regardless of the professional satisfaction of our company continuing in this new stage with Valencia CF, on a personal level, it fills the entire family with pride to continue enjoying these evenings at the Camp de Mestalla. We have that double feeling of support and satisfaction because our brand shines on the chest of Valencia CF as the team’s successes. When Valencia CF wins, we say the family’s faces light up.
How did this history of valencianism come about?
It started when we were young. I think my father met a Valencian who lived in Orihuela, our hometown at that time. From there, while everyone else supported Real Madrid and FC Barcelona, we were Valencia CF fans from a young age. Then, when we were young, we started traveling with the team, we went to all the finals in Paris, Milan, Göteborg, Seville… That has been the trajectory of the family.
What is your most special memory of all those finals and all those titles?
I’m going to remember the two moments when we won, obviously. One was Göteborg. We had a kind of pact, we had lost two finals in Europe, and there were doubts about traveling to the third. We traveled to the third and we won. It was a very nice trip and final. And then, the other moment, winning against FC Barcelona in the Copa del Rey final in Seville. It is the only final Messi has lost.
The renewal for three more seasons (until 2028) is a strong commitment by both parties and a sign of trust and involvement. What importance does this collaboration with Valencia CF have for the projection and positioning of TM’s business?
Building on a relationship of trust established in these first two years, we continue to seek projection. Through this consolidation of the Valencia CF and TM partnership, we will grow together in terms of image and reputation locally and in terms of the visibility we want for the rest of Spain, Europe, and Latin America.
What assessment do you make after two years of partnership? What does it mean to walk hand in hand with Valencia CF?
It’s a very good assessment, in fact, that’s why we renewed. With the hope of improving even more. We have shared values, established a feeling, and a relationship of trust with the management staff that is very important, and that has made us want to grow even more. This, combined with our group’s entry into real estate activity in the province of Valencia, is another reason to continue.
What are the shared goals for TM and Valencia CF in this new stage?
That all our stakeholders, such as suppliers, customers, or employees, enjoy even more the Valencia CF experience. They are already delighted, and we want them to be even more so. At the same time, spread our image in the province. We have invested so far to build 500 homes in El Puig and Canet, and we understand that the Valencia CF brand, which is for me the main flagship of all sectors of activity in the province of Valencia, can help us a lot. At the same time, internationally, with the international events we are holding, the Valencia CF brand and the real estate proposals that TM is carrying out, we are jointly exporting to Europe our Mediterranean lifestyle that unites us.
After this renewal, Valencia CF and TM will enter the Nou Mestalla together from 2027. What does it mean to be part of this historic milestone for the Club?
Being present in the third year of sponsorship to witness the move to Nou Mestalla was one of the proposals we made to Valencia CF. We wanted to continue and be present at the inauguration of the new stadium. One of the objectives is to be present, it will be a historic milestone for Valencia CF, for the city, and for Spain. I am sure that we will be part of the 2030 World Cup, and it will be the newest stadium among the venues in our country. TM does not want to miss this historic opportunity.
The commitment to penetrate Valencia is strong. TM is developing over 500 homes in the province of Valencia. How important is this expansion within the framework of the alliance with the club?
We have already made the investment in the corresponding lands, both in Santa María de El Puig and in Canet. El Puig has already started construction with a very successful sales start. However, we want to do more in Valencia. Valencia has more possibilities. There is a very important challenge, the community needs primary housing, and we are trying to start a project for primary housing that society needs so much.
‘Santa María Sea by TM’ is already underway. What makes this new residential project in El Puig unique, and what kind of lifestyle will those who choose to live there enjoy?
It is a project of 225 homes, mixed, with apartments in height up to five floors and townhouses. It is a project that will combine all the characteristics of the Mediterranean style that we love so much in this land: proximity to the sea, tranquility, views… The architectural project will have a very modern and avant-garde style, with very high sustainability values, and all this just 14 or 15 minutes from Valencia. This is very important, you can combine a second tourist residence for summer or primary residence or both, due to the proximity to the city with a very little traffic highway and easy access.
What does the inauguration of the new headquarters in Torrevieja represent within the current strategic cycle of the company?
It will be a historical longing, especially for all the employees who have been with us for many years. It will be a plus of labor well-being for the entire team and will be a meeting and interest place where we will be able to share many moments with our stakeholders: suppliers, customers… We will hold a multitude of events in this headquarters, and as we said internally, we have been looking for many years and have found homes for 25,000 European tourists, and now it was time to find our home.
The donation of the front of the shirt with the slogan «AMUNT VALENCIANS» in the first match after the DANA was a very symbolic gesture and says a lot about the involvement and sensitivity of the company and the people in charge. How was that decision made and what does it represent for TM to be part of that tribute to victims, those affected, and communities?
This originated from a request from Valencia CF, who had that idea. And it could not be otherwise. We joined this initiative because the moment required it; it is part of the sensitivity and DNA of our company. We had our particular contributions to the DANA issue, and that moment was very emotional, we experienced that day here at the Camp de Mestalla, and we did it obviously from the heart. Hopefully, we won’t have to do it again, but for any similar initiative, Valencia CF knows that we will rise to the occasion.
Numerous events in Central European countries organized jointly between Valencia CF and TM: Poland, the Czech Republic, Germany, Sweden, Luxembourg, Belgium, the Netherlands… How is the shared vision of international expansion articulated between TM and Valencia CF?
We have extensive experience in organizing real estate events in Europe, and that, combined with the power of the Valencia CF brand, has allowed us to reach other audiences with the help of the Club’s ambassadors. These events have been very successful in different countries, and Valencia CF is also interested in going in partnership with an international and export-oriented company like us.
Mexico, with the friendly match played by Valencia CF against the national team in October, has also been a key activation focus. What assessment do you make of activations such as displaying The Fives brand (the hotel division with which the company operates in the Caribbean) on the chest in the match against Mexico?
When Valencia CF informed us that they had arranged a friendly match with the Mexican national team, our eyes were immediately opened to activate our hotel business there. The Club supported the hotel brand we have in the Mexican Caribbean, The Fives. It was a very nice experience; we saw how Valencia CF was treated. Mexico has a huge passion for football, and Valencia CF is a very recognized brand in Mexico and worldwide. For us, it was a total success for the team to wear The Fives brand; it was also a match televised worldwide, with millions of viewers, not only in Mexico but also in the United States.
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