Rioja Wines Pairs With Soccer at Hudson Yards Venue Rioja wines and Mercado Little Spain are launching a summer-long promotional series pairing Spanish wine and food with international soccer matches, running from June 11 through July 19 at the Hudson Yards location in New York City.

Guests will have access to complimentary Rioja tastings at a dedicated Rioja Bar during 16 select match days, including all Spain and United States fixtures. The venue—created by chef José Andrés and brothers Ferran and Albert Adrià—will broadcast matches across the property.

Curated Menu Offerings Two dining venues within Mercado Little Spain will feature limited-time Rioja pairings:

La Barra offers selections including Brut Método Tradicional with Tabla de Embutidos y Queso, Selvanevada with Gilda "Rita Hayworth," Sierra Cantabria Rosé 2025 with Empanadillas de Bonito, Artuke Joven 2025 with Flauta de Pincho Moruno, and Muga Reserva 2022 with Carrilleras de Cerdo.

BarCelona at Txula Steak offers Brut Método Tradicional with Oyster Gilda, Selvanevada with Anchoas, Sierra Cantabria Rosé 2025 with Croquetas de Jamón, Artuke Joven 2025 with Txuleburger, and Muga Reserva 2022 with Tenderloin.

Industry Perspective "Rioja has always been deeply connected to culture and shared experiences," said Rodrigo Gutierrez, North American Business Director of DOCa Rioja. "International soccer has a way of bringing people together, and Mercado Little Spain provides the perfect home to allow us to share the versatility of Rioja wines in a vibrant, social atmosphere centered around food and community."

Rioja, Spain's premier wine region in north central Spain, holds the oldest Designation of Origin in Spain, officially recognized in 1925. The region has more than 180 bodegas available for purchase in the U.S.

Why It Matters

For F&B operators, this partnership demonstrates a growing trend of experiential dining tied to live events—a strategy that drives foot traffic and extends check times. The format offers a replicable model for venues seeking to capitalize on major sporting events while building brand awareness for wine and spirits programs.

For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.

Written by FBM Publications Editors