Codere Online announced on Thursday its new multi-year partnership with the National Football League (NFL) as the official betting partner in Mexico, coinciding with the kickoff of the NFL season in the United States.
As part of this agreement, Codere will hold sponsorship rights for major NFL events, including Super Bowl LXI and the NFL Mexico Game—a matchup scheduled for November 22, 2026, in Mexico City, featuring the San Francisco 49ers against the Minnesota Vikings.
The collaboration also includes initiatives surrounding the 2027 Super Bowl in Los Angeles, with plans for hospitality programs, VIP experiences, activations in various Mexican cities, and opportunities to offer official NFL merchandise to Codere Online’s customers.
Carlos Sabanza, director of sponsorships and public relations at Codere Online, expressed the significance of this partnership, stating, “This agreement strengthens our premium positioning while underlining our long-term commitment to Mexico, a market with an extraordinary passion for the NFL.”
Through this alignment with the NFL, Codere aims to enhance customer engagement by using high-profile live events to create unique fan experiences.
Mexico represents a crucial market for the NFL outside the United States and is also a key region for Codere Online. In the second quarter, Mexico remained Codere's largest market, generating €36.1 million in net gaming revenue, a 24% increase compared to the previous year. Chief Executive Aviv Sher reaffirmed the company's commitment to continue investing in Mexico as the market grows more competitive.
In a previous discussion with iGB, Sher highlighted some regulatory challenges in Mexico, pointing out the difficulties posed by outdated laws. “Right now we are working based on a framework of laws which you cannot even call regulation, from 1947,” he noted. “So it’s very hard to work long-term and to give long-term commitments. While the future is unclear in terms of regulation, we saw what happened in other countries in LatAm when they changed the regulation every other month.
“In Mexico, I think we are stable, we know how to deal with this market. Of course, we will be very happy if in the future, a proper regulatory framework will be introduced and not the way that we are working right now.”
