Mondelez World Travel Retail ( WTR ) has partnered with Avolta and LaLiga to create an exciting and immersive experience for soccer fans across Spain. This collaboration, which begins in June 2025, targets travelers at major airports, taking advantage of the worldwide popularity of football and the deep passion of the Spanish fans to connect with consumers in exciting and innovative ways. This alliance will have a great impact at the airports of Madrid, Barcelona and Malaga, where activities and promotions inspired by LaLiga will immerse travelers in the vibrant world of Spanish football.
This activation is aligned with Avolta’s general strategy of transforming the travel retail experience by taking advantage of local culture and global trends. According to Philippe Moryl, Global Director of Food and Confectionery at Avta, the collaboration will create unique moments that will connect passengers with the rich Spanish football culture, while enriching the airport experience. Avta seeks to transcend the limits of retail, making every moment of the traveler special and unforgettable through innovative experiences.
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By connecting with travelers at the busiest airports in Spain, the campaign seeks to connect with the excitement of soccer, highlighting Mondelez’s iconic brands, such as Toblerone, Milka and Oreo. These brands actively participate in the immersive experience, offering exclusive prizes with a soccer theme and gamified opportunities. The collaboration also reinforces Avolta’s commitment to redefine the shopping experience at the airport, making it an exciting and dynamic experience for consumers.
Celebrating football and Spanish culture at the main airports
The campaign will be extended nationwide, encompassing several outstanding Avolta stores in the main airports in Spain, such as Barajas ( Madrid ), El Prat ( Barcelona ) and Costa del Sol ( Malaga ). These locations were selected for their high influx of public and their proximity to local and international travelers, offering the ideal environment for this dynamic soccer campaign. The objective is to bring the intensity and passion of LaLiga directly to travelers, involving them with activities that celebrate the spirit of Spanish football.
At these airports, passengers can participate in instant games with exciting soccer-related awards. Those who purchase products such as Toblerone, Milka or Oreo may participate in a gamified draw, which increases excitement and participation. This creates a fun and interactive way to reward loyal customers by integrating them into the LaLiga football experience.
Additionally, at select airports, travelers can interact with interactive photo booths where virtual photos can be taken with their favorite LaLiga players. This feature allows fans to choose a group of players for a virtual photo, which they can print instantly as a custom souvenir. This unique experience offers soccer lovers the opportunity to take home a slice of their love for LaLiga, adding an extra touch of fun to their travels.
One of the most exciting novelties of this collaboration will take place at the T4 terminal in Madrid. There, an exclusive event will present the official LaLiga trophy, bringing fans closer to the symbol of the glory of Spanish football. To add even more excitement, a LaLiga legend will participate in a special collaborative event, It will give travelers the exceptional opportunity to meet a former player and immerse themselves further in the LaLiga experience.
Beatriz de Otto, Senior Director of Customer Marketing at Mondelez World Travel Retail, expressed her enthusiasm for the collaboration, affirming that the universal appeal of football makes it an ideal platform for this activation. « Soccer unites people like nothing else, and this collaboration allows us to connect with that energy significantly. By activating ourselves in the heart of the busiest airports in Spain, we connect with travelers and fans where their passion is most intense. It is a unique opportunity to present our iconic brands in an authentic and highly relevant environment ».
Extending excitement beyond airports
To further expand the scope of the campaign, Mondelez and Avolta have launched an annual online raffle that takes excitement beyond the airport experience. This draw offers soccer fans across Spain the opportunity to win highly coveted prizes, such as tickets to live La Liga games. This initiative ensures that the excitement of La Liga and the campaign remains on the minds of consumers even after leaving the airport.
This aspect of the campaign takes advantage of La Liga’s global appeal and allows Mondelez to strengthen his connection both with soccer fans and with consumers of his products. By offering exclusive prizes, such as tickets to matches, the draw connects with fans of Spanish football, giving them more reason to participate in the campaign and connect with brands in the long term.
Take advantage of the global appeal of football
Soccer is one of the most powerful tools for interaction with brands worldwide, and LaLiga Española stands as one of the most famous soccer leagues in the world. With millions of fans around the world, LaLiga offers brands like Mondelez the opportunity to connect with a passionate and committed audience. The collaboration with Avolta and LaLiga reinforces this connection, bringing the energy of soccer directly to travelers in one of the countries with the greatest cultural wealth in the world.
As football continues to play a critical role in shaping consumer behavior, this alliance offers a perfect fusion of culture, sport and innovation in the retail sector. By aligning with LaLiga, Mondelez and Avta connect with a wide network of consumers, while reinforcing their commitment to provide exceptional and culturally relevant experiences in the travel retail sector.
This collaboration represents an avant-garde approach to combine global trends with local passions, creating memorable moments for both travelers and soccer fans.
Conclusion
Thanks to the strategic alliance between Mondelez World Travel Retail, Avolta and LaLiga, this campaign promises to redefine the travel retail experience, connecting fans in a unique and memorable way. By activating at key airports and incorporating exciting football-themed activities, the campaign will captivate travelers and introduce iconic brands such as Toblerone, Milka and Oreo. Whether with gamified instant prizes, virtual photo booth or exclusive participation events, the collaboration will bring LaLiga excitement to airports across Spain, creating unforgettable moments for both travelers and soccer fans.
