Codere has become the club’s official betting partner for the next four seasons until 2024/25, in a deal which will see the operator’s logo appear on the front of the team’s shirt alongside other marketing activities which Codere said will contribute to strengthen its presence in Mexico as a leading betting partner.
The partnership was first formed in February this year, and it was stated at that time that Codere would become the club’s main sponsor this month.
The operator will also occupy space in the team’s stadium, with features such as the Codere Suite, and branding in other highly visible areas of the venue.
It has also launched a new advertising campaign on television, radio and online, from both the operator and the club which Codere said was designed to connect with the followers of the team and its sports betting customers.
Over the coming months, the organisations will collaborate on other joint marketing efforts, including offering access to the stadium, invitations to matches and VIP plans to the club’s fans.
“We are convinced that this long-term alliance between both companies will allow us to grow together and achieve important goals,” said Alberto Telias, chief marketing officer of Codere Online.
“We could not have found a better travel companion in our expansion journey in Mexico than the Rayados de Monterrey Football Club.”
Pedro Esquivel, executive vice president of Rayados, added that the expanded partnership is: “a new stage that will undoubtedly boost the team, its supporters and football and sports fans.”
In June, Codere announced plans to spin off its Codere Online business, and make it the first publicly listed online gaming operator in Latin America by listing on the US Nasdaq.
Codere said the Online business, valued at approximately $350m (£251.8m/€294.2m), would continue to be led by its existing management team and Codere Group would maintain majority ownership.