These Spanish Matches say “Fosforera Espanola” on the saddle. Literally, “Spanish Matches” or, “Spanish Phosphorus”. Same thing. No advertising, just folks having a festival, or in espanol, “festival”. You would think there would be an ad for dancing shoes, or Sangria.
FYI, collecting matchbooks is just another of my lame covid-era hobbies. Someday I will kick the bucket, I wonder what the kids will do with all this. When my mother-in-law passed away, she left an extensive collection of assorted small bells. The girls didn’t fight for them, they each took their favorites, and I think the Goodwill had a sale on bells a few weeks later. The cycle of useless possessions continues. I guess they bring some joy to the collector.