Codere upgrades sponsorship deal with Monterrey Rayados to become official betting partner

Multinational gaming outfit Codere has taken a step further in its sponsorship agreement with the Monterrey Rayados Football Club of the MX League of Mexico. 

The firm now becomes a main sponsor and has switched from being an Official Sponsor to Official Betting Partner of the Club. It will now be able to show its logo on the front of the team’s shirt.

The new official Codere branded jerseys were presented this week during the friendly match between Rayados and Guadalajara, a preamble to the next Liga MX season, which will begin on July 23.

The Rayados players wore the company logo on the home kit during the first half, and on the away kit during the second half of the match. Soon, the brand will occupy a prominent place in the club’s stadium, in the Codere Suite and other highly visible areas of the venue.

In tandem with the sponsorship announcement, the company has launched an advertising campaign that will be broadcast on television, radio and digital media through different social networks, both from the club and from Codere, designed to connect with both the followers of the team and its sports betting customers.

During the coming months, joint marketing actions will be implemented in order to foster the experience of the club’s fans and Codere sports betting customers, with access to the stadium, invitations to matches and VIP plans, among other activities. 

Alberto Telias, Chief Marketing Officer of Codere Online, said: “We are convinced that this long-term alliance between both companies will allow us to grow together and achieve important goals. 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, welcomed Codere as the club’s Official Betting Partner, calling it “a new stage that will undoubtedly boost the team, its supporters and football and sports fans”. 

Carlos Sabanza, Codere’s Sponsorship Manager, highlighted the importance of the sponsorship deal in the evolution of the group after an extraordinary year marked by the strong impact of the pandemic on the entertainment sector. 

He stated: “Our deal with one of the main Liga MX clubs on top of maintaining our agreement with Real Madrid CF, as Official Betting Partner, since 2016, allows us to continue expanding our international brand and achieving our ambition to be the leading company in the Spanish-speaking sports betting and gaming market.”