During their Liga match on April 28, Barcelona full-back Alves responded to a fan throwing a banana at him by eating the fruit while taking a corner.
Fellow footballers, celebrities, politicians and fans showed their support by picturing themselves eating bananas on social media, leading to a huge campaign against racism in football.
It later transpired that the viral campaign had been planned by a Brazilian advertising agency, working alongside Alves and fellow Brazilian star Neymar in the knowledge that a banana would be thrown sooner rather than later.
Spain has had a number of racism controversies in sport and only last weekend Levante's Pape Diop said that Atletico fans had racially abused him.
The supporter who threw the banana at Alves was banned for life by Villarreal and later arrested, with his family's claims that he threw the banana in frustration after a row with his girlfriend heavily mocked on social media.
The LFP promised in 2007 that they would "introduce sanctions for serious violations of the 2007 anti-violence, xenophobia, racism and intolerance in sport law, against those who have been involved in such incidents over the past few matchdays."
A Villarreal spokesman told Reuters: "We have accepted the 12,000 euro fine. The federation were though pleased with the quick and positive action that the club took by identifying the fan."
- Sports & Recreation
- racism in football