As the new NFL season begins, Codere Online has strengthened its presence in one of its most important markets by securing a multi-year partnership with the National Football League (NFL) in Mexico. The agreement announced by Codere Online gives the online gaming and sports betting operator a prominent role around several major NFL events and expands its access to football fans across the country.
The deal establishes Codere Online as the NFL’s official betting partner in Mexico and includes rights linked to Super Bowl LXI as well as the league’s return to Mexico City in 2026. The company will also participate as an official partner of the NFL Mexico Game, where the San Francisco 49ers and Minnesota Vikings are scheduled to meet in a regular-season matchup on November 22, 2026.
In addition, the partnership extends to activities surrounding the Super Bowl that will take place in Los Angeles in February 2027.
NFL Events Form Centerpiece of Agreement
The collaboration centers on some of the NFL’s highest-profile events and is designed to increase engagement with Mexican football fans through a range of promotional activities. According to details released by the companies, the agreement includes hospitality programs, VIP opportunities, official NFL merchandise offerings and activations that will take place in several cities across Mexico.
Codere Online said the partnership aligns with its broader strategy of associating its brand with internationally recognized sports properties while continuing to strengthen its position in key markets.
Carlos Sabanza, Director of Sponsorships and Public Relations at Codere Online, said: “Partnering with the NFL, one of the most iconic and influential brands in global sports, represents an important milestone for Codere Online and reinforces our ambition to remain associated with world-class sports properties. This agreement strengthens our premium positioning while underlining our long-term commitment to Mexico, a market with an extraordinary passion for the NFL. Together, we look forward to creating distinctive experiences that bring fans closer to the game and further enhance our sports betting and entertainment offering.”
The company expects the relationship with the league to support customer engagement through exclusive experiences connected to NFL competitions and events.
Mexico Remains a Key Market for Both Brands
The partnership arrives as the NFL continues to focus on Mexico, one of its largest international fan bases. League officials highlighted the country’s significance within the NFL’s global growth plans and welcomed the addition of Codere Online as a commercial partner.
Arturo Olivé, Managing Director of NFL Mexico, said: “Mexico is one of the NFL’s most vibrant and important international markets, with millions of passionate fans engaging with our game year-round. We are pleased to welcome Codere Online, one of Mexico’s most established and recognized online gaming and sports betting operators, as a partner. Together, we will elevate the fan experience through innovative activations, exclusive opportunities and unique moments that bring supporters closer to the NFL.”
The companies stated that fan-facing initiatives developed through the agreement will follow standards relating to responsible gaming, integrity and regulatory compliance.
For Codere Online, Mexico remains a central pillar of its business. The market generated €36.1 million in net gaming revenue during the second quarter, representing a year-on-year increase of 24%. Company executives have previously identified Mexico as the operator’s largest market and a priority area for continued investment.
The announcement follows what Codere Online described as its strongest quarterly performance to date. The operator currently offers online sports betting and casino products in several Latin American markets as well as Spain, while also benefiting from the broader physical gaming footprint of the Codere Group across the region.
Regulatory Environment and Future Growth
Despite the market’s importance, Codere Online executives have acknowledged that Mexico’s regulatory framework remains a challenge for long-term planning.
In comments made earlier this year, Chief Executive Aviv Sher discussed the situation facing operators in the country.
“Right now we are working based on a framework of laws which you cannot even call regulation, from 1947,” Sher said. “So it’s very hard to work long-term and to give long-term commitments. While the future is unclear in terms of regulation, we saw what happened in other countries in LatAm when they changed the regulation every other month.
In Mexico, I think we are stable, we know how to deal with this market. Of course, we will be very happy if in the future, a proper regulatory framework will be introduced and not the way that we are working right now.”
The newly announced NFL partnership adds another high-profile sports association to Codere Online’s portfolio and provides the operator with a platform that spans the 2026 NFL Mexico City Game, Super Bowl LXI and future fan engagement initiatives throughout Mexico.