Codere is New Rayados Betting Partner
Codere has made a new step in its existing partnership with the Mexican soccer team Club de Fútbol Monterrey — also known as Rayados — and will now take over as the club’s principal sponsor. This follows an agreement that was released in February 2021, and became official as of this month.
Betting partner Codere has become the official sponsor of Club de Fútbol Monterrey (Rayados). ©mikefoster/Pixabay
How will the Codere sponsorship look?
As a part of the deal, Codere’s logo will appear on the team’s shirts. They debuted the front shirt placement during a friendly game between Rayados and Guadalajara on July 11, 2021, where fans were able to see the design on both their home kit and away kit for the first time.
Aside from this prominent sponsorship display, Codere is now Rayados’s official better partner for four seasons. Codere operates sports betting establishments in five countries, including Mexico. The company will participate in additional marketing projects with the team, in hopes of also gaining a stronger foothold in Mexico as a reputable, international betting partner.
Additional marketing moves include the creation of a Codere suite at the club’s iconic stadium — The Estadio BBVA — in Monterrey, Nuevo León.”El Gigante de Acero” a.k.a. “The Steel Giant” will now wear the company’s branding in key areas.
To celebrate the sponsorship, Codere and Rayados have also launched a new campaign titled “History” which includes an ad spot for TV, radio and across social networks. Codere stated that they hope the campaign will appeal to Rayados fans and sportsbook users alike as it highlights the team’s achievements since it was first established in 1945.
In the months to come, Mexican soccer fans will likely see many more collaborations from Codere and Rayados. Plans are in the works for joint marketing pushes including special stadium access for betting customers, exclusive invitations to games and a VIP scheme for Rayados supporters.
In Codere’s official press release, Alberto Telias, Chief Marketing Officer of Codere Online, said:
“We are convinced that this long-term alliance between both companies will allow us to grow together and achieve important goals. We could not have found a better travel companion in our expansion journey in Mexico than the Rayados de Monterrey Football Club.”
The executive vice president of Rayados, Pedro Esquivel, added:
“[The expanded partnership with Codere is] a new stage that will undoubtedly boost the team, its supporters and football and sports fans. The presentation of the new jersey kicks off a stage of optimism and enthusiasm to face the next season of the Mexican League.”
Codere expands in LATAM despite a rocky year
After a rocky start in the midst of the coronavirus pandemic in 2020, Codere has been making progress by spinning off into an online betting business, currently valued at around $350 million. The company is in fact the first publicly-listed online gaming company operating in Latin American that is available to trade via the Nasdaq stock exchanges.
Despite the previous year’s difficulties, Codere seems intent on expanding in Latin America. The gaming operator currently does business in Spain, Italy, Argentina, Colombia, Mexico, Panama, and Uruguay. It recently sealed a deal with Pariplay to make their catalog of 120 slot games available in Colombia. The two companies have plans for further collaboration in Mexico and Spain.
Mexico’s gambling outlook amidst the pandemic
Various lockdowns in Mexico have plagued the country’s tourism, events, and gambling venues in the last year, including tough restrictions in Mexico City in fall of 2020. Mexico’s soccer league, Liga MX, were also forced to cancel its remaining men’s and women’s matches due to virus concerns in 2020, resulting in great disappointment for fans and players alike.
Though the virus is still a major concern in Mexico, with a third wave currently hitting young, unvaccinated people the hardest, its soccer teams have been allowed to return to the turf. Mexico’s national team is currently playing in the CONCACAF Gold Cup Group Stage until July 18. The competition will conclude with a final on August 1, 2021. The Mexican team has won the cup three times, most recently in 2003, and currently boasts several Rayados club players.
