Codere Online has agreed a multi-year deal to become the official betting partner of the National Football League (NFL) in Mexico, giving the operator sponsorship rights around major league events in the market.
The partnership was announced on Thursday as the NFL season began in the United States. It covers Super Bowl LXI and the NFL Mexico Game, which will take place in Mexico City on 22 November 2026. The regular-season fixture will feature the San Francisco 49ers and the Minnesota Vikings.
The agreement also includes activations linked to the 2027 Super Bowl in Los Angeles. Its provisions include hospitality programmes, VIP experiences in several Mexican cities and opportunities for Codere Online to offer official NFL merchandise to its customers.
“This agreement strengthens our premium positioning while underlining our long-term commitment to Mexico, a market with an extraordinary passion for the NFL,” said Carlos Sabanza, director of sponsorships and public relations at Codere Online.
The operator said the partnership would allow it to use high-profile live events to increase customer engagement and develop fan experiences connected with the NFL.
Mexico remains central to Codere Online
Mexico is among the NFL’s most important markets outside the United States and remains a core market for Codere Online.
The country was Codere Online’s largest market in the second quarter. It generated €36.1 million in NGR during Q2, representing a 24% increase from the same period a year earlier.
Chief Executive Aviv Sher has said Codere Online will continue investing in Mexico as competition increases. He has also highlighted the difficulties created by regulatory uncertainty in the market.
“Right now we are working based on a framework of laws which you cannot even call regulation, from 1947,” Sher said in April. “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.”
The NFL agreement gives Codere Online a multi-year commercial platform in a market where it is already generating its highest level of revenue, while leaving the operator exposed to the regulatory uncertainty identified by Sher.
