Mexican multimedia firm TV Azteca has signed a sponsorship deal with LatAm focused betting firm Codere Online.

The agreement has named Codere as the headline sponsor of TV Azteca’s dedicated boxing show Box Azteca, broadcasted every Saturday from 11pm on the Azteca 7 channel.

Codere’s branding will feature across all televised broadcasts of Box Azteca, presented by popular commentator Rodolfo Vargas alongside boxing pound-for-pound Hall of Famers Julio Cesar Chavez and Marco Antonio Barrera.

Boxing is one of Mexico’s most popular sports, alongside football, with the country home to numerous world champions across a number of weight divisions such as current unified super-middleweight title holder Canelo Alvarez.

As a result, Codere states that its sponsorship of Box Azteca is a ‘deep strike in Mexico’, where it plans to use media rights to promote its sportsbook rebrand to the regional audience. 

Codere’s partnership with TV Azteca is the second sports-focused development for the company in Mexico, following an investment of $300,000 into women’s football along with a partnership with Monterrey Rayados FC.

Outside of Mexico, the company’s wider Latin American marketing efforts have seen regional partnerships with LaLiga club Real Madrid, and Argentinian giants Club Atlético River Plate.  

Initially, the online brand of Spain-based, Spanish-market oriented operator Codere SA – Codere Online – was launched in November 2021 as a separate entity after being divested to DD3 Acquisition Corps.

The merger with DD3 saw Codere Online list on the Global Nasdaq stock exchange in New York – in doing so becoming the first Latin America-focused operator to be listed – with a corporate valuation of $350m.

Codere is a familiar name in Mexico, with the Spanish group having gained recognition as the operator of 88 gaming rooms across the country’s provinces and the operator of Codere Apuestas betting shops in Mexico City.

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