Codere Online has announced a multi-year partnership, becoming the official betting partner of the National Football League (NFL) in Mexico, coinciding with the kickoff of the 2023 NFL season.
This partnership will grant Codere sponsorship rights for major NFL events, including Super Bowl LXI and the NFL Mexico Game, which is scheduled for November 22, 2026, featuring a matchup between the San Francisco 49ers and the Minnesota Vikings in Mexico City. Additionally, the agreement covers promotional activities surrounding the 2027 Super Bowl in Los Angeles, with plans for hospitality programs, VIP experiences, and activations across multiple Mexican cities, as well as opportunities for Codere's customers to access official NFL merchandise.
Carlos Sabanza, director of sponsorships and public relations at Codere Online, remarked, "This agreement strengthens our premium positioning while underlining our long-term commitment to Mexico, a market with an extraordinary passion for the NFL." By partnering with the NFL, Codere aims to enhance customer engagement and offer unique fan experiences through marquee live events.
Codere's presence in Mexico aligns with the NFL's strategy as Mexico is a key market outside the United States. It is also Codere's largest market, generating €36.1 million in net gaming revenue in the second quarter of this year, reflecting a 24% year-over-year increase. CEO Aviv Sher highlighted the need for ongoing investment in the competitive landscape of the market.
In an April interview, Sher discussed the challenges posed by the current regulatory environment in Mexico, referencing outdated laws from 1947. He acknowledged the difficulties in making long-term commitments, saying, "Right now we are working based on a framework of laws which you cannot even call regulation… 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."
