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Codere Online Secures Multi-Year NFL Partnership in Mexico: A Comprehensive Guide

By jili tutorial · September 12, 2026

Codere Online Secures Multi-Year NFL Partnership in Mexico: A Comprehensive Guide

Overview of the Landmark Agreement

On Thursday, Codere Online announced a multi-year partnership with the National Football League (NFL), becoming the league’s official betting partner in Mexico. The deal was unveiled just as the 2025 NFL season kicked off in the United States, underscoring the league’s growing focus on international markets. This collaboration marks a significant step for both parties: Codere Online gains exclusive access to one of the world’s most popular sports leagues, while the NFL strengthens its foothold in Mexico, a country where American football has a passionate and rapidly expanding fan base.

Key Details of the Partnership

Sponsorship Rights and Major Events

The partnership grants Codere Online sponsorship rights for several high-profile NFL events. Most notably, the company will be associated with Super Bowl LXI, scheduled for early 2027, and the NFL Mexico Game – a regular-season matchup between the San Francisco 49ers and the Minnesota Vikings, set to take place on November 22, 2026, at Estadio Azteca in Mexico City. Additionally, the deal includes activations around the 2027 Super Bowl in Los Angeles, offering Codere a multi-year platform to engage fans across North America.

Fan Experiences and Hospitality Programs

Beyond logo placement and media rights, the agreement outlines a robust set of activations designed to bring fans closer to the action. Key components include:

These initiatives aim to drive customer engagement by transforming passive viewership into memorable, interactive experiences.

Strategic Importance for Codere Online

Strengthening Premium Positioning in Mexico

Carlos Sabanza, director of sponsorships and public relations at Codere Online, stated: “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 is part of a broader strategy to differentiate Codere from competitors in a crowded Mexican gaming market. By aligning with the NFL, Codere positions itself as a brand that offers more than just betting – it provides access to world-class live events and unique fan privileges.

Leveraging Marquee Live Events

Live events remain a powerful driver for sportsbook engagement. During major games like the Super Bowl or the Mexico Game, customer activity typically spikes significantly. Codere intends to capitalize on this by rolling out special promotions, enhanced odds, and exclusive contests tied to these events. The NFL’s built-in calendar of marquee matchups gives Codere recurring opportunities to attract new users and retain existing ones.

Mexico’s NFL Fever: A Market Built on Passion

Mexico is one of the NFL’s most important markets outside the United States. The league has played regular-season games in Mexico City since 2016, drawing crowds of over 75,000 fans. American football – particularly the NFL – enjoys widespread popularity across all age groups, with viewership for the Super Bowl often exceeding 50 million in the region. This deep-rooted enthusiasm makes Mexico a natural testing ground for international partnerships.

For Codere Online, which already operates a strong presence in Latin America, the NFL deal reinforces its commitment to the Mexican market. The country remains Codere’s largest revenue contributor by a wide margin.

Codere Online’s Market Performance and Growth

Q2 2025 Financial Highlights

In the second quarter of 2025, Codere Online reported €36.1 million in Net Gaming Revenue (NGR) from Mexico, a 24% year-on-year increase. NGR represents the total bets placed minus winnings paid out, before deductions for bonuses or taxes. This growth cements Mexico as the company’s core market and justifies continued investment.

CEO Outlook on Competition

Chief Executive Aviv Sher has emphasized that the company will keep investing heavily as the market becomes more competitive. The NFL partnership is a clear example of that strategy in action. By securing exclusive sponsorship rights, Codere aims to build a competitive moat that rivals without such agreements will find difficult to cross.

Regulatory Challenges in Mexico’s Gambling Landscape

In an April interview with iGB, Sher discussed the challenges of operating under Mexico’s outdated gaming laws: “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.” This legal vacuum creates uncertainty, as operators have no clear roadmap for licensing, taxation, or consumer protection.

Comparison with Other Latin American Markets

Sher noted that other Latin American countries have undergone frequent regulatory changes – sometimes altering rules “every other month.” In contrast, Mexico’s stability, even within an outdated framework, allows companies like Codere to adapt and operate effectively. “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,” he added.

Implications for the NFL Partnership

Despite the regulatory ambiguity, Codere is still making multi-year commitments with major rights holders like the NFL. This suggests that the company is confident in its ability to navigate the current system while hoping for eventual modernization. The NFL, for its part, likely conducted thorough due diligence before partnering with an operator in a loosely regulated jurisdiction – a sign that the business case outweighed compliance risks.

Future Outlook and Potential Impact

The Codere–NFL partnership is expected to generate substantial returns in the form of increased customer acquisition, higher retention rates, and elevated brand visibility. As Mexico continues to grow as an NFL hotbed, and as Codere strengthens its position through exclusive content, the deal could serve as a template for similar cross-border sportsbook-league alliances.

However, much will depend on how Mexico’s regulatory environment evolves. If a modern, transparent framework emerges, it could unlock even greater investments from Codere and its competitors, further boosting the country’s sports betting ecosystem. Until then, both the NFL and Codere are betting on the enduring power of football fandom in Mexico.