Expertise - Julia Roca Valverde



Since I can remember, sport has always been my life and my passion, first as an athlete and then (once I left high performance tennis) focusing on the management and organization of events.

Since I entered the business world, I have been lucky to have a very good professional ‘school‘: working at the Real Club Polo de Barcelona, at Octagon Spain, at Clubs DiR, and at Kosmos Tennis.

It was during my Octagon years that I discovered the world of ticketing, and I grew instantly passionate about it. I began to learn and to understand that behind the success of an event, it is essential to have a correct pricing and ticketing strategy. Having discovered the world of ticketing has given me the opportunity to work as Ticketing Director in many great events:

  • Valencia Open 500 ATP World Tour (2009-2014)
  • 15th FINA Swimming World Championships Barcelona (2013)
  • 33rd LEN European Water Polo Championships Barcelona (2018)
  • WTA Mallorca Open (2018)
  • Basque Pelota World Championships (2018)
  • Davis Cup Finals (2019-2021)
  • FIH Hockey Women’s World Cup (2022)
  • Madrid Premier Padel (2022)
  • FIBA Basketball World Cup (2023)
  • Billie Jean King Cup Finals (2023)

JRoca Eventos is my professional brand, created in 2018. I dedicate a lot of my time to ticketing, but also to the production and management of events, which are part of my business DNA. I like having a multifaceted profile within this highly competitive industry, and thanks to this diversity I am constantly learning and growing.

I have had the immense blessing of being able to work and continue working in areas as diverse as accommodation management, accreditations, VIP hospitality, production, access control, and event management.