Codere Online has announced a multi-year partnership as the official betting partner of the National Football League (NFL) in Mexico, coinciding with the kickoff of the NFL season in the United States.
This collaboration grants Codere sponsorship rights for key NFL events including Super Bowl LXI and the NFL Mexico Game, a regular-season face-off set for November 22, 2026, in Mexico City featuring the San Francisco 49ers against the Minnesota Vikings. The agreement further extends to activations linked to the 2027 Super Bowl taking place in Los Angeles, encompassing hospitality programs, VIP experiences, initiatives across various Mexican cities, and opportunities for Codere’s customers to access official NFL merchandise.
Carlos Sabanza, director of sponsorships and public relations at Codere Online, emphasized the significance of the deal, stating, “This agreement strengthens our premium positioning while underlining our long-term commitment to Mexico, a market with an extraordinary passion for the NFL.” The partnership aims to maximize marquee live events to bolster customer engagement while enhancing Codere’s offerings through exclusive fan experiences.
Mexico represents one of the NFL's vital markets beyond U.S. borders and serves as a core area for Codere Online. According to recent reports, it was Codere's largest market in the second quarter of the year, yielding €36.1 million in net gaming revenue, marking a 24% increase from the previous year. CEO Aviv Sher indicated that the company plans to continue investing in Mexico as the competitive landscape evolves.
In an April interview, Sher discussed the ongoing issues surrounding regulatory uncertainty in Mexico. He noted, “Right now we are working based on a framework of laws which you cannot even call regulation, from 1947. 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.” He expressed confidence in Codere’s ability to navigate the Mexican market, adding, “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.”
