Monterrey Rayados
Credit: Ulrike Stein, Shutterstock

Spanish betting group Codere has secured continued visibility in Mexican sports via a renewal of its deal with Liga MX side Monterrey Rayados Football Club.

Codere, which focuses on Spanish-speaking betting countries, counts Mexico as one of its most significant markets. Gaining brand recognition through the popular Liga MX is a strong marketing and fan engagement tool for the company.

The firm first partnered with Monterrey back in 2021, and under the terms of today’s renewal, the duo will continue working together for a further four seasons, with Codere continuing to hold advertising space on the front of the team’s jersey.

Pedro Esquivel, Executive Vice President of Monterrey Football Club, said: “It is a pleasure for us to continue the relationship with an international brand like Codere, which undoubtedly will help us to continue growing and achieving our goals. 

“We continue to bet on long-term alliances with commercial partners who share our values and objectives, so we thank Codere for their trust and are confident that great things will come for the future.”

In addition to front-of-shirt sponsorship, the Monterrey women’s team, Rayadas, will be included under the scope of the partnership. On a broader scale, Monterrey will also work with Codere to create ‘new initiatives’ and deliver ‘exclusive experiences’ to fans of the club.

“Joining the women’s team was one of our set goals and a pending task we had,” remarked Carlos Sabanza, Director of Sponsorships and Public Relations at Codere Online.

“At Codere, we firmly believe in promoting women’s sports, as we have demonstrated over the past years through various initiatives in the countries where we operate. 

“It is an honour and a responsibility to join as the Main Sponsor of Rayadas and to continue strengthening our relationship with a powerhouse like Monterrey Football Club, renowned for its robust structure in sports, professionalism, and unwavering community support,” stated Carlos Sabanza, Director of Sponsorships and Public Relations at Codere Online.

In addition to Monterrey, Codere is partnered with a range of other football clubs throughout Latin America, including Argentine sides Club Atlético Lanús and River Plate. The company is also partnered with Real Madrid in the region and with Mexican broadcaster Box Azteca.

“We are happy and proud to extend our relationship with such an important institution as the Monterrey Football Club,” added Alberto Telias, Chief Marketing Officer of Codere Online.

“It is the team that opened the doors to Mexican soccer for us and with which we have jointly developed our positioning in the Mexican market. 

“Its great growth and results both in Liga MX and in other international tournaments have undoubtedly helped us consolidate our presence in the country, with today being one of the leading online gaming operators in the market.

“We are convinced that strengthening our relationship as we have been doing over the last few years will continue to help us in building the brand in Mexico.”

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