Mondelez, LaLiga and Avolta unite to deliver football fever across key Spanish airports

SPAIN. Mondelez World Travel Retail (WTR) has partnered with leading football league LALIGA and Avolta to launch a high-impact football-themed activation across key Spanish airports.

The campaign, which kicked off this month (June), combines football’s global appeal with Mondelez’s hero confectionery brands to drive engagement and category growth.

Comprising in-store and digital activations, the pop-ups are being rolled out across all Avolta stores in Spain, including at Madrid, Barcelona and Malaga airports.

The campaign taps into Spain’s deep-rooted football culture – where 70% of the population actively follow the sport – by offering travellers memorable, interactive brand experiences inspired by match day energy.

Travellers who purchase Toblerone, Milka or Oreo products can take part in instant-win games with football-themed prizes up for grabs. Select airports also feature immersive photo boxes that allow fans to create a personalised souvenir photo with their favourite LaLiga players.

Notably, Adolfo Suárez Madrid-Barajas Airport Terminal 4 will host a hero activation where visitors can view the official LaLiga trophy. There will also be a star appearance by a footballing legend.

A national year-round online raffle complements the airport campaign, with prizes including LaLiga match tickets. Dedicated displays, limited-edition packaging and localised messaging ensure strong brand visibility and resonance with regional audiences.

Avolta Global Head of Food & Confectionery Philippe Moryl said, “We are proud to partner with Mondelez World Travel Retail and LaLiga to deliver an activation that celebrates Spain’s passion for football and also aligns perfectly with Avolta’s strategy of redefining the traveller’s experience through innovation and immersive engagement.

“By bringing the spirit of LaLiga to our stores across the country, we’re creating unique moments that connect passengers to the culture and excitement of the game. It’s a step forward in transforming the airport journey into a dynamic, vibrant experience; at Avolta, we’re committed to pushing boundaries and making every traveller’s moment count.”

Mondelez WTR Senior Manager Customer Marketing Beatriz de Otto added, “Football brings people together like nothing else, and this partnership lets us tap into that energy in a meaningful way. By activating at the heart of Spain’s busiest airports, we’re connecting with travellers and fans where their passion runs highest. It’s a unique chance to introduce our iconic brands in a setting that’s authentic and highly relevant.”