For Carlos Sabanza, Codere sponsorship manager, “this agreement allows us to reach the Argentine and Latin American public in the best and most direct way possible, offering our current and future clients a better brand experience. The alliance with one of the great football clubs in the country contributes to our positioning in this priority market for Codere as a leading brand for online sports betting and omnichannel entertainment.”
2021, momentum after the pandemic
On June 22, 2021, the Codere Group reached an agreement to merge its online gaming subsidiary - formed by the parent company Codere Online Luxembourg, S.A., Servicios de Juegos Online S.A.U. and its consolidated subsidiaries - with the SPAC DD3 Acquisition Corp. II, which will lead to the creation of Codere Online, the first online gaming operator in Latin America to be listed on the US Nasdaq stock market.
The new company, managed and majority owned by Grupo Codere, will drive the expansion of the digital business in Argentina and other high-growth Latin American markets.
An objective towards which progress is made through this sponsorship agreement, which contributes to the consolidation of the brand in the region, with the different marketing and promotional actions planned together with the club.
Alberto Telias, digital chief Marketing officer of Codere Online, points out that “this alliance represents a very important turning point for the development of our activity in the country, after a hard period of continuous closures due to the pandemic. The company is very excited about this project led by River -with which we share the values of responsible gaming and teamwork on and off the playing field-, which will allow Codere to expand its footprint in Argentina and Latin America."
In the words of Jorge Brito, first vice president of River Plate, “we are very happy to add Codere as a sponsor of the Club, a company with projection and experience that is growing a lot in the region and with which we can advance together, sharing an attitude of commitment, effort and fair play."
Codere in Argentina, a long-term bet
Codere began its activity in Argentina at the beginning of the 90s and is currently the largest operator of gaming rooms in the Province of Buenos Aires, with a total of thirteen rooms, in which it operates more than 6,800 casino-type machines (slots), in addition to traditional bingo and gastronomy. The group expects to start its online operations in the country as soon as it is authorized by the City of Buenos Aires and / or in one of the other provinces.
The company shows its commitment to Latin America by developing its entertainment activity in Argentina, Uruguay, Mexico, Colombia and Panama. This commitment is manifested in its local sports sponsorships in the hands of the main football teams (in Argentina, the Atlético River Plate Club and in Mexico the Club de Fútbol Monterrey Rayados), which join the one that Codere maintains with Real Madrid C.F. since 2016.
The company also promotes the main sports events with specific campaigns, such as those recently developed for the Eurocup and the Copa America.
Last June, Vicente Di Loreto, CEO of Grupo Codere, participated in a meeting between the authorities of Argentina and Spain together with a representation of businessmen from both countries, in which they expressed their willingness to promote investments and continue collaborating in joint business development.
In his words, "the company will continue to focus effort and investment in developing its entertainment offer in this strategic market for Codere, which has great potential with the recent regulation of online activity and where we have an important position."
Source: GMB
