USA. Campari Group Global Travel Retail has teamed up with Duty Free Americas for a football-themed activation at Miami International Airport, spotlighting Espolòn Tequila.
The summer takeover, running from June to July, leverages Espolòn’s role as the Official Tequila of Inter Miami CF to engage travellers and football fans through shared values of passion, craft and culture.
A key highlight of the campaign was an in-store appearance by Inter Miami CF player Ryan Sailor on 7 July.
Travellers who purchased a bottle of Espolòn – Blanco, Reposado, Añejo or Cristalino – were given exclusive access to a meet and greet with the football star, along with a signed jersey, driving engagement and boosting conversion in-store.
Campari Group Global Travel Retail Marketing and Channel and Customer Marketing Director Biancamaria Sansone said, “Espolòn is a brand built on originality, boldness and creativity. We are proud to bring this partnership with Inter Miami CF to life in travel retail – a club that shares Espolòn’s unapologetic approach.
“Miami International Airport offers a unique intersection of global travellers and local pride, and this activation gives us a chance to engage consumers at their most open and curious.
“With this year’s campaign, we are not just placing Espolòn on shelves, but at the centre of conversations and unforgettable moments.”
High-impact in-store activation
The campaign appears across 12 retail locations at Miami International Airport, highlighted by an eye-catching Espolòn bar installation at Duty Free Americas’ key outlet, Store 706.
With ‘Originalidad in Every Shot’ as its focal message, the activation is supported by in-store tastings, immersive displays with digital video content and brand ambassador-led storytelling to deepen traveller engagement.
The value-added promotion also includes collectible Espolòn jerseys and a recipe card featuring the official Inter Miami CF x Espolòn signature cocktail.
Adding a personal touch, the in-store experience includes an interactive photo booth for travellers to capture their visit.
Inter Miami CF Vice President of Partnerships Euan Warren said, “Espolòn and Inter Miami share a bold spirit – this initiative turns that energy into a truly memorable experience that celebrates the culture, creativity and passion of both brands.
“Seeing travellers light up when they interact with the campaign, take part in tastings or meet one of our players – it all reinforces the meaningful value of this partnership.”
Key brand moment in a high-visibility hub
Building on last year’s success, the campaign is strategically placed in Duty Free Americas at the AA terminal, ensuring maximum exposure through steady footfall.
With momentum building ahead of the FIFA Club World Cup, Espolòn reinforces its presence through a long-standing partnership with Inter Miami CF and in-stadium branding.
The brand maintains a year-round presence at Chase Stadium, with dedicated bars serving signature cocktails, exclusive experiences and match-day giveaways. ✈
