Star power: Mondelez WTR, LALIGA, and Avolta partner in exclusive Madrid Airport football activation

Mondelez World Travel Retail (WTR) is continuing to build momentum for its landmark partnership with LALIGA, hosting an exclusive brand experience at Adolfo Suárez Madrid Barajas Airport, Terminal 4 SAT, in collaboration with Avolta.

The event featured Spanish football legend and LALIGA’s ambassador David Villa, the iconic former professional striker widely recognized as one of the greatest of his generation and Spain’s all-time leading goal scorer. It created a one-of-a-kind opportunity for international travelers to connect with the passion of football and the joy of Mondelez’s  brands.

“I always gave my all on the pitch, but I also know how to relax, especially when I’m traveling, Vills said. “Oreo, Milka and Toblerone help me strike the perfect balance between effort and pleasure, providing me with a delicious treat wherever I go. Being at the airport today and meeting fans from around the world was a great reminder of how special these shared moments are. It was a joy to be part of something that brings people together through sport and enjoyment.”

Mondelez WTR first announced a landmark partnership with LALIGA and Avolta in June, launching an engaging marketing campaign across major Spanish airports. Leveraging football’s global appeal and the passion of the Spanish fanbase, the collaboration connected travelers with Mondelez’s brands. Throughout this event, passengers were able to interact with Villa through photocall opportunities, autograph sessions, and casual conversations, creating direct and personal connections with a sporting icon.

The event also included an interactive raffle of Mondelez bestsellers, with Villa personally awarding signed Puma footballs to lucky winners. Adding to the excitement, Club Avolta designed an ad hoc contest, and the winner enjoyed an exclusive meet-and-greet with the former LALIGA star, creating a truly memorable travel moment.

This experience highlighted Mondelez WTR’s ambition to elevate the traveler journey through unique and engaging experiences. Building on the broader partnership launched earlier this year with LALIGA and Avolta, the campaign rolled out nationwide across Spanish airports, immersing travelers maximizing visibility, encouraging dwell time, and strengthening loyalty among a diverse international audience.

Anna Somogyi, Director Category, Customer & Shopper Marketing at Mondelez World Travel Retail, said, “We were thrilled to bring this collaboration to life with a true football icon like David Villa. Hosting such a dynamic experience in the airport environment allowed us to connect with travelers in unexpected ways, combining the universal passion for football with the joy of our brands. These are the kind of experiences that creates lasting impressions, deepened consumer engagement, and highlight how Mondelez WTR is reimagining the role of confectionery in travel retail.”

Philippe Moryl, Avolta’s Global Head of Category for Confectionery, Souvenirs and Toys, added, “Together with Mondelez WTR and LALIGA, we turned the airport into a place of passion and connection. By bringing travelers closer to the brands they love and the sport that inspires millions the world over, we created unforgettable moments that went far beyond shopping.”

Jorge de la Vega, Executive Director of LALIGA, commented, “Football connects people everywhere, and this partnership allowed us to share that passion in an unexpected and exciting environment. Bringing David Villa to travelers at Madrid Airport created a moment that celebrated both sport and enjoyment, while highlighting the power of partnerships to deliver experiences fans will remember.”

Through this activation, Mondelez WTR reaffirmed its commitment to delivering experiences that are not only memorable and entertaining, but also impactful in strengthening brand engagement and loyalty across global travel retail.