The opening occasion Fernando Roig viewed Villarreal in action as president came from the stands at a compact whitewashed venue with concrete seating and sparse attendance. It occurred on a Sunday evening in the second tier when they fell 3-0 to Badajoz, leaving him far from satisfied.

Yet enjoyment rarely features for him. Even during Tuesday's visit to Anfield he expects little pleasure: after three decades in charge, the longest tenure across Europe, this remains unchanged. Across more than 1,000 matches the pattern persists. "I stay calm outwardly. The reality is tougher: worry and deep unease," he notes. "I endure considerable strain.

"Facing Liverpool carries strong sentiment. This marks the fifth meeting, the third on their ground. The prior two arrived in European semis. I will observe the morning session, join the squad on the journey. We will dine together; hospitality flows both ways. The following morning I will watch the under-19s, which brings satisfaction. Then comes the match itself, which does not. We return very late. The whole experience creates heavy pressure."

The morning after Villarreal defeated Napoli in the Champions League finds Roig at a Pamesa office, the ceramics firm he leads, outside town. Relief has arrived. The result mattered, their first win in the competition since the prior Liverpool tie in the 2022 semi-final, and he always feels steadier afterward.

A display case contains photos, keepsakes, match balls and a basketball. Three artworks by his wife, Elena Negueroles, cover the distant wall. After speaking briefly, two others join at the table before the cabinet. He presents them as the club's chief executive and Pamesa's communications director; they are also his son Fernando and daughter Elena, carrying their parents' names.

"Satisfaction arrives the day after, and the next, and the one after that," the 79-year-old observes. "Then Elche arrives on Saturday and anxiety returns. Liverpool follows soon after. The pressure builds for me."

Why continue? "Because the final whistle brings fulfillment, knowing the town and region shared the moment and feel pride in the side. Community stands central. Supporters spend to attend. They seek enjoyment and we aim to deliver it."

Progress has been substantial. "That Badajoz afternoon stays clear, with the thought 'this is the beginning'," he recalls. "No dedicated training site existed. Sessions occurred on whatever grass was available. The ground seated under 4,000. Priority went to assembling a promotion squad, securing a proper pitch, improving facilities and establishing a youth setup."

May 1997 brought the purchase as an opening, though survival and steadiness mattered more than glory; Anfield then seemed distant.

Villarreal had mostly competed in the third tier, reaching Segunda B nine years prior, and had never reached the top flight. In the second division for the first time, membership stood near 1,500, finances were precarious and the prior president faced serious illness. Relatives sought someone to assume control and a debt approaching 80 million euros.

Jose Manuel Llaneza led the search for a buyer. One day he visited these offices. Roig possessed resources and sports background via Valencia Pamesa basketball. His brother Paco held Valencia's football club.

Why accept another team, and why Villarreal an hour away? "All production sites sit here: Almassora, Onda, L'Alcora; 98 percent of Spanish ceramics output occurs within 50 kilometres. Many connections existed in Villarreal and Castellon province. This location allowed giving back.

"The prior owner wished to exit; opportunity arose. They approached us. Since 1986 I had led Pamesa Valencia basketball, moving them from the second level into the top division, so experience existed. I still follow them. After the Napoli match I watched their game versus Olympiacos on a tablet.

"I served as president for both briefly, yet combining proved impossible. I recall claiming the basketball cup while the football side played at Numancia."

Another brother, Juan, stayed with Pamesa Valencia. With Llaneza as general manager, chief executive and vice-president, development began at Villarreal. "In a town of 52,000 we achieved something noteworthy," he states. The outcome seems improbable, though spending ran high and Roig maintains certainty always existed. This matches the vision, he insists.

Perhaps not precisely. "Promotion came earlier than ideal, followed by immediate return. We rose again. European football arrived, including a 2006 Champions League semi-final. Three promotions and two relegations occurred.

"The 2012 drop proved especially painful. We opened in the Champions League yet won nothing and fell on the final day. Only one second was spent in the second tier, yet it decided everything. Sales followed, rebuilding began. Compensation proved necessary."

The episode prompted change. Roig sold a 2.4 percent stake from his 9 percent holding in Mercadona to restore balance. Separation from the Pamesa group followed, sponsorship aside, with a revised structure. Survival heads each season's priorities, he says, with 42 points prompting celebration, though Europe remains the baseline target.

Club scale supports this. Total investment? "An exact figure escapes me. Roughly 200 million euros perhaps. Facilities include the training ground, a second site and the stadium."

Roig glances toward his son. "Around 180 million euros? Full calculation never occurred, yet Villarreal exceeds that value. Economic competition with major or state-backed sides remains impossible. Salaries of 10, 12, 15 or 20 million euros stay out of reach. Sustainability guides policy: spend only what revenue allows. We avoid being a selling club, yet suitable offers may lead to departures for financial reasons and to respect player careers.

"Growth continues with stadium expansion beyond 23,000 seats. The venue is attractive, comfortable and distinctly yellow. Reforms never cease."

Another look across the table occurs, a habit he repeats. "The chief executive now handles all operations: decisions, leadership and execution," he says. "Direction stays positive. My role has diminished. Suffering through matches is all that remains. Achievements matter, yet future steps count most. Thirty years include 27 top-flight seasons and 19 in Europe."

Anfield symbolises progress, as does a trip to Liverpool's eastern neighbours. "When signing Diego Forlan from Manchester United, I asked Llaneza to include a friendly here. They replied: 'Where? Villarreal?'" Roig recounts. "I answered: 'They will visit next year, and without charge.' Later they arrived in the Champions League.

"Forlan saw limited action yet received care and support, emerging as a standout. He claimed the golden boot with us. Attention stayed limited because of the club. A second win at Atletico brought greater notice."

"A family club describes us accurately. Pressure stays low, media scrutiny modest and toxic elements absent. We generate our own demands. An ecosystem forms the core."

Results follow. Early focus rested on experienced signings, many from South America. Emerging talents received attention too, and the academy on former orange groves yielded returns. Santi Cazorla draws particular warmth. "A fine player and person. He arrived young. Real Madrid pursued him, yet we retained him.

"Injuries tested him severely, yet he returned. Doubt existed over further play, but welcome followed and three strong years resulted."

"A Ballon d'Or winner featured here. Rodri spent five seasons. Progress beckoned and we supported his move to Atletico Madrid, then Manchester, where he claimed the award. Memories remain positive and ties endure. Pride comes from his World Cup success.

"Others include Alex Baena, who joined at 11. Early homesickness from Almeria gave way to growth. Yeremy Pino arrived young, as did Borja Iglesias. They illustrate the intended path."

Among many talents, beyond Juan Roman Riquelme, Robert Pires, Marcos Senna, Bruno Soriano and Gerard Moreno, Pau Torres stands out for Roig. "Born locally, he succeeded here and secured a European title," he notes, "the sole match I missed."

Countless games passed, yet the president skipped the 2021 Europa League final, the club's greatest triumph and first trophy, completing their ascent. Football can prove unforgiving.

"Covid struck the prior week," Roig explains. "Negative certificates came from every local lab. Yet Uefa required further proof within the team environment. Time ran out despite appeals. Pride remained. Pau's dedication of the win meant much. He returned from Poland with the medal."

The simple gold disc on black ribbon sits with a match ball in the cabinet behind his children. "Pau earned it there. I watched the final at home with my wife. 'Calmly'? Strain existed there as well, intensely."