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The deal extends to activations around the 2027 Super Bowl in Los Angeles. The companies have outlined provisions for hospitality programmes, VIP experiences, activations across several Mexican cities and official NFL merchandise opportunities for Codere Online’s customer base.

“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. 

By aligning with the NFL, Codere seeks to leverage marquee live events to boost customer engagement and enhance its offerings through unique fan experiences.

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“So that is the delta we have to close by delivering a better product and better operational intensity in our sports business.”

Bengtsson said momentum from the summer’s World Cup had continued into the second half of the year.

“The World Cup, as you know, is largely a customer acquisition opportunity, and it was also combined with a good turnover period for us,” he outlined. “Yes, that has continued.

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Merging Marlins and rewarding Free Spins build momentum throughout the game, creating opportunities for bigger wins.