'Endavant Província' has a clear goal: to promote tourism in the Castellón province. Through what is an original initiative, Villarreal CF aims collaborate and unite efforts to boost economical and cultural activity in the province by spreading the word about its most representative products, events and destinations.

For this reason, the club uses all the media resources at its reach to promote tourism in a different town for every home match at the Estadio de la Cerámica. In this way, the club has become an ambassador for the province in the top flight of Spanish football, thus expanding its horizons with the presence of foreign fans.

In the week before the match, ex-Yellows footballer Marcos Senna and five football coaches from the Yellows Academy do a football clinic to the delight of the youngsters from the town. The club also makes their official media resources available to the towns for promotion purposes throughout the week before the game, as well as featuring them on the scoreboard screen during the match.

Villarreal CF also offers tickets to the town's citizens so they can enjoy a live match. In addition, the authorities from each town take part in the clubs' official lunch for the Board of Directors, in which typical foods are prepared by a local restaurant from the town. The Mayor is a special guest and therefore gets to sit in the front row of the VIP Box with the Presidents of both clubs.

As a climax, the town's music band also has a role in the match, as they play some pieces of music before the match and at half-time on the pitch at the Estadio de la Cerámica.

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